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Class tfF&t&l 

Book. - 3 * ^ 7 
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Oopighffl - 



COPYRIGHT DEPOSffi 



Bank 
Advertising 




BY 

Maurice Milton Rothschild 



-CHICAGO AND NEW YORK- 



M. M. ROTHSCHILD - - INCORPORATED 



**^ 

* V 



Copyright, 1912 

BY 
M. M. ROTHSCHItO 



THE GOOOSPEE0 PRESS, CHtCAGO. 
ft 

©CIA327886 
7^0 1 



CONTENTS 

Introductory . . 7 

* Advertising for Newly Organized Banks n 

Moving Into a New Home 20 

The Growth of a Bank 26 

Local "Readers" for Personal Columns of Local Papers 37 

Increase in Capital Stock and Administrative Changes.. 40 

Growth of Town in Connection with Bank 54 

The Community and the Bank 57 

1 Advertising Points of Superiority 64 

Financial History of Town in which Bank is Located. .. 65 

Security Advertising 85 

Solicitation of Savings Accounts 93 

Savings Bank Folders 114 

How Bank May Combat Get-Rich-Quick Frauds 133 

Reading Advertisements for Savings Banks 147, 177 

Educating Young Depositors 169 

Soliciting Checking Accounts 186 

Commercial and Savings Departments Combined 198 

k Special Advertising 226 

Dropped Out Customers 243 

Encouraging New and Regular Depositors 246 

Letters to Stockholders 249 

Taxpayers and Investors 252 

Requirements of Special Statutes 254 

«. National Bank Advertising 260 

Special Advertising for Periods of Business Recession . . 267 

Safety Deposit Vault Advertising 275 

Annuities .". 282 

5 



INTRODUCTORY 



In this work, Rothschild's Book of Bank Adver- 
tising, we have covered the field of all classes of bank- 
ing organizations, giving advertising forms prepared 
especially for their use. These advertisements include 
letters, display ads., material for the papers in the 
form of news items, classified advertisements, book- 
lets, folders, mailing cards, display advertisements for 
bill-boards, and, in fine — every feature for the legiti- 
mate promotion of banking business in all its phases. 

These forms, in some instances comprising entire 
campaigns, have been compiled after fifteen years' 
experience in handling advertising matter for banking 
organizations. It must be admitted that bankers 
have awakened to the fact that the old, staid, so-named 
ethical ideas are not compatible with present require- 
ments. 

Banking is a competitive business, and whenever 
an industry has competition special efforts are required 
for the securing of patronage. While the bank deals 
in money and monetary equivalents, there is no reason 
why it should not employ means similar to those used 
by manufacturers, transportation corporations and 
mercantile houses. 

It is true that the advertising matter for banks 
can not be as flamboyant as it would be for other 
classes of business endeavor. This doesn't signify 
that any of the honesty should be lacking. 

To those who purchase this book, there is given 
the right to use any or all of the forms in whole or 
in part, without any further obligation to the pub- 



ROTHSCHILD'S BANK ADVERTISING 

lisher, who has copyrighted the work. However, 
should these forms be used by individuals or institu- 
tions other than the purchaser, the publisher will 
regard this as an infringement on his copyright. 

After the painstaking compilation of these orig- 
inal forms, covering research, references and revision 
over a period of several months (with fifteen years' 
observation and origination included), the publisher 
feels that he has given to the banking world a volume 
on bank advertising that will prove of inestimable 
value. In the writing of these various forms, it has 
been necessary to assume certain conditions, such as 
the name of the bank, the length of time it has been in 
business, its capital, deposits, etc. 

The bank purchasing this book and using these 
forms will accordingly make such alterations as will 
conform with the requirements of the institution. The 
use of the display advertisements will call for the pur- 
chase of space very largely in accordance with the 
rates of the newspapers. Another feature that merits 
consideration is that the forms given under one head 
may be applicable for the campaigns of banks of a dif- 
ferent character. Thus, under the advertising for 
savings banks may be found special forms of argu- 
ments that could be adapted to some trust company 
or national bank, and vice versa. 

Under each department has been grouped those 
forms that comply with the specific requirements indi- 
cated by the heading at the beginning of that depart- 
ment. It is advisable then that the purchaser of the 
book be not guided entirely by the index, but that he 
devote some of his spare time to going through the 
volume and reading the various advertising forms. 

In the use of the letters, it is more commendable 
to have the body printed in imitation typewriting, and 
the names, addresses and date filled in to match on a 
typewriting machine. 

As to the expenditures involved in having the 

8 



INTRODUCTORY 



various mailing cards, booklets and folders printed, 
that will depend largely upon what each bank desires 
to expend. We suggest, however, that the booklets 
and folders be printed about six inches in length by 
three and one-half inches in width, which is a con- 
venient form to enclose in an ordinary envelope, or a 
pass-book at the time it is balanced. 

By an analysis of the forms used, it is predicted that 
many bank officials will themselves become proficient 
in the preparation of desirable forms of advertising for 
their own banks. Considering that thus far banking 
houses as a general rule have been operating without 
the assistance of advertising managers, we hope and 
believe that this work will take the place of a regular, 
salaried expert. 

The forms themselves will suggest letters, adver- 
tisements and enclosures that may be evolved to meet 
specifically some feature of the individual bank that 
would not pertain to banks in general. 

Wishing my patrons every success, I remain, 
Sincerely and respectfully, 

M. M. ROTHSCHILD 
PUBLISHER 

711 South Dearborn Street 

CHICAGO U.S.A. 



Advertising for Newly Organized 
Banks. 

A banking house that has just been incorporated 
must indulge in a campaign of advertising fundament- 
ally different from the old established institution. 
This advertising is in the nature of an introduction, 
in which the principals are either business men known 
to the community, or are strangers who have moved 
in for the purpose of organizing a bank. 

While a statement of facts relative to a national 
bank would differ in wording from the points brolight 
out in introducing a state bank or a savings bank, the 
idea to be conveyed would be the same in all instances. 
The scope of the bank itself would determine some- 
what the drafting of the letters, booklets, advertise- 
ments, and other advertising matter. 

We shall assume that Thomasville, a town of about 
8,000 population, already has one national bank and 
one state bank. Men who come from a considerable 
distance decide that Thomasville can easily support 
another state bank specializing on both commercial 
and savings accounts. 

Entering into active competition with the banking 
houses that are established, it is necessary to avoid 
friction and to solicit patronage on a basis conserva- 
tive enough to not merely attract the disgruntled de- 
positors, who have perhaps been refused unreasonable 
accommodations at the other institutions. 



ROTHSCHILD'S BANK ADVERTISING 

A town of this size would have a telephone direct- 
ory, and perhaps a city directory. This list could be 
circularized through the medium of letters, folders and 
mailing cards. An announcement should be carried in 
the local papers in conjunction with the news items, 
particularly at the actual opening of the bank for the 
transaction of business. It is a good idea to send at 
least one letter to the list previous to the date the 
bank is ready to receive deposits. 

Not only should the new bank establish itself on 
a durable foundation of good-will and confidence, but 
it should aim to create new business as far as possible. 
The merchants, who are already under obligations to 
the banks that are established, will extend patronage 
to the new banking house rather slowly. But savings 
accounts can be canvassed freely throughout the entire 
banking radius, which may cover a considerable part 
of the county. 

The advertisements and news items must introduce 
the stockholders and directors. Following we have 
prepared a display advertisement to occupy a space of 
not less than six inches on two columns. Run this 
and similar ads. each issue in every local paper : 

To the editors of the local papers should be handed 
a carefully written statement of facts from which may 
be built the news mentioned. We suggest the following : 

Form No. I. 

The Thomasville Savings Bank is a new corpora- 
tion, chartered under the laws of Kansas, with a capi- 
tal stock of $25,000. The first floor of the store at 
the northeast corner of Main and Atwood streets is 
being remodeled for the home of the new bank. 

One of the finest steel vaults in the state of Kan- 



NEWLY ORGANIZED BANK ADVERTISING 
Form No. 2. 



We Are Here to 

Help You Save Money 

Thomasville has just started to 
grow and we are here to grow 

with it— and help you grow. €J Messrs. 
John H. Earl, James T. Brown, F. G. 
Hamming and L. 0. Orvilleof Topekaand 
stockholders in the Occidental National 

Bank o£ Topeka— and B. T. Caldwell and H. 
J. Smith of Wichita, well-known bankers of 
that city, have formed the Thomasville Sav- 
ings Bank, organized under Kansas laws with 
$25,000 capital. 

Mr. H. J. Smith is President ; Mr. L. O. Or- 
ville is Vice-President; Mr. Edward Jenkins, 
formerly with the Occidental National Bank of 
Topeka, is cashier; and Mr. Frank Michaels, formerly 
with the Thomasville Lumber Co,, is assistant cashier. 

We solicit savings accounts from everybody — from 
YOU especially. Deposit $1. if you wish. We will 
pay 4% annual interest, compounded twice a year. 
C[ Among our depositors are the Wichita Packing Co. 
and the Topeka Grain Co., that disburse over $300,- 
000 yearly in this section. 

^ Come and get acquainted — see our new steel, burg- 
lar and fireproof vault — one of the finest in Kan- 
sas. 1,000 steel safety deposit boxes for valuables. 
Rental $2.50 and upward per annum. Come right 
away. 

The Thomasville Savings Bank, 

N. £• Corner Main and Atwood Streets 
Thomasville, Kansas 



13 



ROTHSCHILD'S BANK ADVERTISING 

sas is being built in the rear portion of the main floor, 
and is being fitted with a time-lock, making it burglar- 
proof as well as fire-proof. There will also be added 
one thousand safety deposit boxes. The stockholders 
of the Thomasville Savings Bank include John H. 
Earl, James T. Brown, F. G. Hamming and L. O. 
Orville of Topeka. These men are among the best 
known financiers in the state, being stockholders in 
the Occidental National Bank of Topeka. B. T. Cald- 
well and H. J. Smith of Wichita, well known bank- 
ers of that city, are also stockholders. Messrs. Earl, 
Orville and Smith have been chosen directors. Mr. 
Smith will be president, and Mr. Orville vice-presi- 
dent. Edward Jenkins, formerly assistant cashier of 
the Occidental National Bank, will be cashier of the 
Thomasville Savings Bank. Frank Michaels, formerly 
bookkeeper for the Thomasville Lumber Company, 
will be assistant cashier. 

The Thomasville Savings Bank will conduct a gen- 
eral banking business, with checking and savings de- 
partments. An interest of 4 per cent, annually will be 
paid on all savings accounts from. $1.00 up, com- 
pounded twice a year. 

After a thorough canvass of the state, these well- 
known financiers selected Thomasville because of its 
rapid progress and healthy growth. It is understood 
that several of the leading commercial houses in Thom- 
asville have already arranged to carry accounts with 
the new institution. This new bank will begin opera- 
tions on a solid footing by clearing the business of 
prominent Topeka and Wichita concerns operating in 
this territory. The Wichita Packing Company and 
the Topeka Grain Company, which disburse over $300,- 
000 a year in this and adjacent counties, will be among 
the first depositors. 

It is expected that the bank will be opened for 
business around the first of May. The remodeling of 
the structure and the interior work are being carried 

14 



NEWLY ORGANIZED BANK ADVERTISING 

on rapidly. 

The above news item should be handed to the local 
papers as a plain statement, around which they can 
construct their own news stories without danger of 
variation from the facts. 

While the opening of a bank can not be staged 
with as much ostentation as the beginning of business 
in a department store, there at least should be some 
effort put forth to induce business men and others to 
visit the bank. The old method was to open the doors 
for the transaction of business with scarcely any pre- 
liminary mention, and wait until depositors came vol- 
untarily. This process has been abandoned, and some 
special inducement should be given to the depositors 
to bring them into more intimate contact with the 
bank's officials and methods. 

It will be noted that the display advertisement 
run prior to the starting of business extends an invita- 
tion to the public. About the time this ad. appears, 
a list of business houses and individuals in the city 
of Thomasville and in the surrounding territory should 
be covered with a letter containing substantially the 
same statement that was embodied in the news article. 
The letter is a personal invitation on behalf of the 
bank, leaving the technical facts of the story to the 
folder. The letter follows, and we suggest that the 
names and addresses be filled in, the body of the let- 
ter being facsimile typewriting. 
Form No. 3. 
Mrs. Thomas Jefferson, 

Thomasville, Kans. 
Dear Madam: 

You have likely noticed by the local papers that 

15 



ROTHSCHILD'S BANK ADVERTISING 

the Thomasville Savings Bank will be opened for 
business on May I. The location is in the business 
heart of the city, at the northeast corner of Main and 
Atwood streets. 

Every modern convenience that you could think 
of has been assured by this new banking house, and 
particular attention will be given to family accounts. 
It is not necessary to wait until you have accumu- 
lated a large amount in order to open a savings ac- 
count. Once you have made a deposit, you may feel 
more inclined to add to it, and, incidentally, all of 
your money thus deposited is earning 4 per cent, a 
year. Interest is paid on the first of January and the 
first of July of each year, and your money is at your 
command any time you may wish to draw it out. 

One of the features of this bank is a room fitted 
up for the use of the public ; for your use. There are 
chairs, tables and writing material. Irrespective of 
whether you are transacting business with this bank 
or not, we want you to feel at liberty at any time to 
make use of this room to meet your friends or write 
letters. We should be delighted to show you through' 
the bank and explain our methods of handling ac- 
counts. 

We also want you to see our safety deposit boxes, 
the rental of which ranges from $2.50 to $10.00 annu- 
ally. Nobody but the person renting the box can 
gain access to it. For the safekeeping of jewelry, 
papers, and other valuables, one of these boxes is eas- 
ily worth several times the rental charge. 

Trusting that we may have the pleasure of seeing 
you, we remain, 

Very truly yours, 

Thomasville Savings Bank. 

Now, the letter to the commercial interests should 
be brief and to the point. The same folder will be 
enclosed with it. We suggest the following as a form 

16 



NEWLY ORGANIZED BANK ADVERTISING 

of letter for the business interests: 
Form No. 4. 
Dear Sir: 

On May 1, the Thomas ville Savings Bank, located 
at the northeast corner of Main and Atwood streets, 
will be open for business. We have special facilities 
for caring for commercial accounts. Our correspond- 
ents include the Occidental National of Topeka, the 
Western National of Wichita, the Mississippi National 
of St. Louis, the Missouri State of Kansas City, the 
Illinois National of Chicago, the Atlantic National of 
New York and the Pacific National of San Francisco. 

We charge 6 per cent, on loans, and we are satis- 
fied you will find the accommodations of this institu- 
tion up to date and satisfactory in every particular. 

The enclosed folder is an introduction, and you 
will note that a number of large business organiza- 
tions have already assured us of substantial deposits. 
We shall be pleased to be favored with a portion of 
your business, and trust that we may have the pleas- 
ure of your acquaintance. 

Very truly yours, 

Thomasville Savings Bank. 
By Edward Jenkins, Cashier* 

With each of the above letters will be enclosed 
the following booklet: 

Form No. 5. 

Salutatory of the Thomasville Savings Bank. 



On May 1, 19.., the Thomasville Savings Bank 
will begin the transaction of a general banking busi- 
ness in its recently remodeled home at the northeast 
corner of Main and Atwood streets, in what is known 
as the Burke Block. 

The stockholders of this bank follow: John H. 

17 



ROTHSCHILD'S BANK ADVERTISING 

Earle, James T. Brown, F. G. Hamming, L. O. Orville, 
B. T. Caldwell, H. J. Smith. The officers and direct- 
ors are: H. J. Smith, president; L. O. Orville, vice- 
president; Edward Jenkins, cashier; Frank Michaels, 
assistant cashier. These men scarcely require any intro- 
duction because of their standing and broad acquaint- 
ance in the state of Kansas. 

They decided upon Thomasville because of its 
excellent location and splendid growth. This bank 
will begin business with the following among its com- 
mercial depositors: The Wichita Packing Company, 
the Topeka Grain Company, the Thomasville Lumber 
Company, the Thomasville Rolling Mills, the Prairie 
County Grain Company, N. T. Smith & Son, the 
Wright Contracting Company and John W. Thomas 
& Co. 

The savings department will accept deposits of 
Si. oo and up, paying 4 per cent, annual interest, which 
will be disbursed the first of each January and July. 
All savings deposited before the 10th of each month 
will draw interest from the first of the current month. 

A new fire-proof and burglar-proof vault, resting 
on a concrete foundation and equipped with a time- 
lock, is one of the best ever installed in any bank in 
the state of Kansas. Another equally fire-proof and 
burglar-proof vault will house the one thousand safety 
deposit boxes, which will rent from $2.50 to $10.00 per 
annum. 

One of the features of the bank will be a public 
writing room where stationery will be supplied gratis. 
This will include not only envelopes and paper, but 
also various legal blanks. A cordial invitation is ex- 
tended to both ladies and gentlemen to use this room, 
during banking hours, whether they are depositors or 
not. Check-books and pass-books will be supplied to 
all depositors, and exchange on all parts of the world 
may either be bought or sold at this bank. Letters 
of credit can be arranged for travelers, and tourists 

18 



NEWLY ORGANIZED BANK ADVERTISING 

may secure passports if they are going to visit for- 
eign lands. 

Backed by men of the strongest integrity, and oper- 
ating on a most conservative basis, this institution will 
appeal to the smallest depositor as well as to the larger 
business interests. This invitation is extended to 
every firm and individual in Prairie County. 

Thomasville Savings Bank. 



19 



Moving Into A New Home. 

Occasionally, a bank that is established provides 
itself with a new home. There are certain conven- 
iences in the new structure that the old building did 
not possess. This should be made the occasion of a 
letter to the regular depositors, and it also opens the 
way for a series of letters to existing patrons and 
prospective depositors. 

The following letter is a suggestion of the manner 
of making an announcement of the opening of busi- 
ness in the newly-built or recently rehabilitated bank- 
ing home: 

Form No. 6. 
Dear Friend: 

We are now established in our new building, and 
shall be pleased to number you among the early call- 
ers in order that we may impress upon you our supe- 
rior facilities for serving you. This is one of the finest 
bank buildings in the state — embodying convenience, 
comfort and safety. 

Our recently installed steel vaults are absolutely 
burglar-proof and fire-proof, and are equipped with the 
most modern advances in security mechanism. We 
have a special room for the use of our patrons and 
their friends, where, without charge, stationery, pens 
and ink will always be found during banking hours. 
We shall also be glad to supply you with legal blanks 
without any cost to yourself. This room is convenient 
for keeping either social or business appointments. 



MOVING INTO A NEW HOME 

You will find the general arrangement of the bank 
suited to every need, and for the transaction of busi- 
ness without loss of time. 

Thanking you very much for your past patronage, 
and awaiting the pleasure of your early call, we remain, 
Very truly yours, 

Clark County State Bank. 
By Cashier. 

The following letter is to go to a list of persons in 
your community who are not depositors at your bank. 
This list could be compiled from your telephone direc- 
tory, city directory, or in any other convenient man- 
ner: 

Form No. 7. 
Dear Friend: 

As a resident of Clark County, you undoubtedly 
appreciate the fact that this bank is growing in har- 
mony with the progress of the community. Although 
you are not a regular depositor at this institution, we 
assure you that you are welcome to our new home, and 
we shall be just as pleased to see you as though you 
had transacted business with us for years. 

Among the numerous splendid appointments of our 
recently built home, is a public room equipped with 
chairs and tables, and containing an abundance of sta- 
tionery, legal blanks, and other writing materials that 
you may use at any time without any cost to yourself. 
We also extend our heartiest invitation to you to make 
use of this room during banking hours for the keeping 
of any business or social appointments. 

When you call, we shall also be glad to show you 
our new steel vault, which represents the most recent 
advances in mechanical construction in banking houses. 
It is fire-proof and burglar-proof, and it corresponds 
nicely with our own modern methods of transacting 
business with and for our depositors, aiming always 
to satisfy. 



ROTHSCHILD'S BANK ADVERTISING 

We pay 4 per cent, interest on all savings accounts, 
dividing this rate into 2 per cent, the first of each Janu- 
ary and the first of each July. Your money compounds 
twice a year. 

Won't you call and let us show you through this 
new home of ours? 

Very truly yours, 

Clark County State Bank. 
By Cashier. 

These letters are mere suggestions of making the 
best of your investment in your new banking estab- 
lishment. The same rule applies where you remain in 
the old home, but have added certain features or have 
enlarged your quarters to meet the needs of your 
steady growth. 

Let us assume that you have added safety deposit 
boxes. Not only do these give you increased patron- 
age at the regular rental fees, but you are placed into 
more intimate contact with that class of people doubt- 
ing banks and given to hoarding money. It is rea- 
sonable to suppose that a very liberal percentage of 
safety deposit box patrons utilize their privilege more 
for the safekeeping of currency and coin than for the 
protection of legal papers and jewelry. 

We take the stand in the following letter that you 
have recently announced a safety deposit box depart- 
ment, and that in soliciting patronage to these boxes 
you hope to educate the lessees to legitimate bank 
usage. The letter follows: 

Form No. 8. 
Mr. John Smith, 

Blankville, Iowa: 
Dear Mr. Smith: 

In event of fire or burglary, there are certain things 



MOVING INTO A NEW HOME 

in your home that would be more important for you to 
save than your household goods. You probably have 
different insurance policies, commercial paper, con- 
tracts, letters and other documents. You likely possess 
certain valuables, such as jewelry, that at all times 
should be safeguarded from even the possibility of loss 
through fire or theft. 

To accommodate our patrons and the public gener- 
ally, we have completed the installation of 1,000 steel 
and asbestos-lined safety deposit boxes. There are 
two keys for each box, and these are delivered to the 
person who rents that box. Your name is registered 
and a pass-word is agreed upon. There is also an 
arrangement of the numbers so that the number show- 
ing on your box is really different from the actual num- 
ber you must ask for. The custodian of the vaults 
must first insert his own key, which comprises the first 
act of unlocking the box. You then use your own key, 
which completes the process, so that no one in the 
world can enter without the possession of the right key. 

In conjunction with our safety deposit department, 
we have a room fitted up where the patron may go in 
privacy and spend as much time as is necessary, either 
in private or in company with a friend or business asso- 
ciate. The rental fees for these boxes range from $3.00 
to $10.00 a year. 

We want you to visit our institution and particu- 
larly inspect this department. Having a bank con- 
venient to the safety deposit boxes, you will be able, 
at all times, to transact any banking business you may 
desire, without loss of time. 

Awaiting your call and inspection of our vaults, we 
remain, 

Very truly yours, 

Clark County State Bank. 
By Cashier. 

Perhaps the growth of your business has necessi- 
tated additional banking space. This would imply 

23 



ROTHSCHILD'S BANK ADVERTISING 

that the advertising point to be gained would inhere 
in impressing upon the banking public the solidity and 
progress of your financial house. By using every im- 
portant detail as a basis for a letter, you will find that 
you can add patronage at a remarkably small cost A 
letter to cover this phase of the situation follows 
Form No. 9. 
Dear Friend: 

Our own growth has been made possible by the 
prosperity of Clark County, as well as through our 
own adherence to correct dealings with the public. 
So pronounced has been the growth of the Clark 
County State Bank, we have recently completed the 
addition of 2,500 square feet of floor space. 

Heretofore, the receiving and paying teller has 
been one and the same official. You will now find 
that separate windows are provided for the receipt 
and payment of money. Two employes have been 
added to the operating forces of the bank, and we 
should be pleased to have you call and inspect our 
remodeled home. 

We enclose herewith one of the latest statements, 
showing deposits of $525,000. Five years ago our 
deposits were $75,000. We shall be glad to extend 
to you any possible courtesy the bank can give to its 
patrons and the public — and anticipating the pleasure 
of your early call, we are, 

Very truly yours, 

Clark County State Bank. 
By Cashier. 

You may not wish to confine yourselves to a let- 
ter — and a folder, giving statistical facts and logical 
arguments, is always advisable as an enclosure. This 
folder should be printed about 6x6 inches, so that 
with a single fold it will fit nicely in an ordinary enve- 
lope. Divide it into about 15-em columns, so that 

24 



MOVING INTO A NEW HOME 

each page looks complete. Following is a suggestion 
for the wording of this enclosure, based upon your 
new home . 



25 



Form No. 10. 

The Growth of a Bank. 

There is no other line of business in the world 
that concerns the public and its welfare more than 
the banking house. 

Ten years ago — or more precisely — on March 27, 
19.., the Clark County State Bank opened its doors 
for the transaction of business, and at the termination 
of the first fiscal year, our deposits amounted to $52,- 
527. Our clearings for that year totaled $325,000. 
At the end of the fifth year, our deposits aggregated 
in excess of $550,000, and our clearings for that year 
amounted to $3,890,000. At the close of business June 
30 last, our deposits amounted to $826,525.63. Our 
clearings for the year exceeded $8,000,000. 

Part of this growth has been due to our own 
integrity in dealing with the public. So emphatic has 
been our success that we found our old quarters inade- 
quate, and the stockholders and directors of the bank 
decided to construct a handsome new home, which our 
institution now occupies. 

The first floor is devoted exclusively to the busi- 
ness of the bank — and the second floor of the building 
is occupied by professional men who have established 
their offices in these agreeable quarters. 

Convenience and security have governed the con- 
struction and equipment of this new banking home. 
The vaults are both fire-proof and burglar-proof. 
They are fitted with a time-lock that makes the opera- 
tion of the combination between the hours of 5 in the 
afternoon and 8 the next morning an absolute mechan- 
ical impossibility. The doors of the steel vaults are 
plainly visible from the street, and the bank is kept 
illuminated all night as an additional safeguard. We 
have one room fitted for the free use of the public. 

26 



THE GROWTH OF A BANK 



This apartment is not only equipped with all adequate 
furniture — but there is a complete supply of station- 
ery, including legal blanks of various descriptions. 
This room is for the convenience of the patrons and 
the public generally, and for commercial and social 
appointments that can be kept at any time during 
banking hours. 

The capital of the Clark County State Bank is $75,- 
000, and the undivided surplus is $65,000. Our new 
home is valued at $15,000. We have always been 
noted for keeping above the full legal reserve on hand, 
and no bank in the country invests its funds with more 
judicious care than does this institution. 

We are naturally proud in the acquisition of our 
beautiful, substantial home, and we shall adhere abso- 
lutely to our policy of strict business co-operation with 
the public. 

Special consideration is given to checking and sav- 
ings accounts — and on the latter we pay 4 per cent, 
annually, which is divided at the rate of 2 per cent, on 
the first of January and the first of July of each year. 
All deposits up to, and including, the 10th of January 
or July receive interest from the first of the month. 

W"e extend an invitation to inspect our new bank- 
ing home to every business man, agriculturist, wage- 
earner, and every individual in this community who 
believes in success and security. Our banking hours 
are from 9 to 3 during every week-day, with the excep- 
tion of Saturday, when we close at 1 p. m. 

We are prepared to negotiate exchange on any 
part of the world, and can give letters of credit to 
travelers. We can also arrange passports for tourists 
to foreign lands, and provide every facility that could 
be found in the largest metropolitan bank. 

We await your call. 

Very truly yours, 

Clark County State Bank. 

A follow-up series of letters and folders may be 

27 



ROTHSCHILD'S BANK ADVERTISING 

arranged if desired on this one feature of banking 
progress. For a period of a year or more, construc- 
tion of a new banking home may be used as an impor- 
tant feature in all the advertising engaged in. The 
local papers will naturally run news items from the 
time the building is proposed until the bank is open 
for the transaction of business in the new quarters. 
The cashier should appoint himself as press-agent as 
well as advertising manager. This is a most legiti- 
mate form of publicity, because it is an advertisement 
not merely for the business corporation but for the 
community itself. 

A newspaper should not be asked to make any 
statement that would in any manner reflect on any of 
the other banking houses in the city or county. If 
your institution is showing greater growth than any 
of the others in your community, the figures them- 
selves will convey the argument. The publicity cam- 
paign should begin when the decision has been reached 
for the construction of the building. While each edi- 
tor should have the same facts, they should be pre- 
pared differently. A reporter — or, in a small town, 
the editor himself — will call for the news items. 
Typewritten slips giving the main features should be 
prepared in advance, and around these the newspaper 
may weave its own story. 

To convey an idea of how this publicity may be 
handled, we present in the following a series of short 
articles. No headlines are given, because that is the 
particular domain of the editor himself, who is gov- 
erned by the size of type and the number of letters he 
can use in each head. 

28 



THE GROWTH OF A BANK 



Form No, n. 

At a meeting of the board of directors of the Clark 
County State Bank, held in the directors' room of the 
bank on Tuesday evening, a resolution was offered 
and adopted for the construction of a new bank build- 
ing to occupy the two lots on trie southwest corner of 
Main and B streets. The site is one of the oldest in 
the city, and the present frame structure will be razed 
within the next thirty days. The building is to cost 
$15,000, and is to consist of two stories and a base- 
ment. The foundation will be of stone, and the super- 
structure will be cream pressed-brick faced with white 
sand-stone. The dimensions will be 60 feet on Main 
street and 80 feet on B street, with an entrance on both 
thoroughfares. 

The first floor is to be utilized exclusively by the 
bank. The interior work is to be mahogany, and the 
floor will be of Venetian tile. A special feature of 
these new banking quarters will be the vaults, resting 
on a reinforced concrete foundation that will extend 
from the basement to a point 5 feet above the banking 
floor. The walls of this vault will be 1 foot in thick- 
ness, lined and covered with steel plate. There will 
also be a lining of asbestos, while the main walls of 
the vault will be of reinforced concrete. An electric 
arc light will be suspended directly above the vault 
door, so that the vault will be in plain view every 
hour of the night. A number of incandescent lights 
will also be kept burning in the bank during the hours 
of darkness as an additional protection against any 
attempts at burglary. 

A time-lock, which is set and operated on the in- 
side of the vault door, will keep the combination in 
place between 5 in the evening and 8 in the morning 
— and on Saturday, the mechanism will be set so that 
the doors are absolutely closed at 5 Saturday evening 
until 8 the following Monday morning. 

One of the special features of the new Clark 



29 



ROTHSCHILD'S BANK ADVERTISING 

County State Bank will be a public reception room, 
provided with chairs and tables, and with an abundant 
supply of stationery, including legal forms, letter 
heads, envelopes, pens, ink, etc., for the free use of the 
bank patrons and the public generally. The bank 
extends a special invitation to ladies and gentlemen to 
utilize this room for business and social appointments. 

The second floor of the bank building will be fitted 
in suites of offices, which will be taken largely by 
attorneys, physicians and dentists. The Main street 
side of the basement will be leased to Frank Martin 
for his barber-shop, and the B street side will be occu- 
pied by John Cook & Co., plumbers. 

The directors will immediately advertise their 
specifications for bids, and it is their intention to have 
the bank building completed and occupied by the first 
of next October. 

The above article is a complete statement, to which 
the editor will naturally add his own words of com- 
mendation. He is guided by your plain statement of 
facts, and if you will explain to him that the other 
papers will have the same story in different words, he 
will undoubtedly use your copy just as you handed 
it in. 

Now, the writing of this news story depends abso- 
lutely on the plans, location and the numerous other 
details. The article we have submitted to you would 
perhaps not exactly fit any bank in the country, but 
from it could be compiled a story that will be appli- 
cable to any newly planned bank building. 

The next strategical period for publicity is when 
the old building now standing on your site is being 
dismantled-^or if there is nothing, when the ground is 
being broken. Perhaps the contract has been awarded 
shortly after the board of directors decides on the new 

30 



THE GROWTH OE A BANK 



building. A newspaper item should be prepared along 
the following lines : 
Form No. 12. 

The board of directors of the Clark County State 
Bank advise us that a contract for the construction 
of its new building at Main and B streets, to cost $15,- 
000, has been awarded to the John Simpson Contract- 
ing Company of St. Paul. 

These well-known contractors, specializing on bank 
structures, have built new homes for such institutions 
as The Midland Trust Company of St. Louis at a cost 
of $850,000; the Middle West National Bank of Chi- 
cago, at a cost of $1,950,000; the Manhattan Banking 
and Trust Company of New York, at a cost of $2,600,- 
000, and numerous other buildings of like character. 

This contracting firm will have its men on the 
ground by the 15th of this month to begin work, with 
special instructions to push the operations as rapidly 
as possible. 

From this time on, your bank will have ample 
sources of news, and instead of waiting for the papers 
to interrogate you, keep the items prepared and send 
them in so that you have the benefit of frequent men- 
tion. Perhaps the stone is being quarried near your 
city — or the brick is being manufactured in your vicin- 
ity. If you are using concrete in the construction, 
which is the first time it has been used in your com- 
munity, prepare items descriptive of the manner of 
concrete construction. 

At each important stage of the progress of your 
building, have an item ready for each of your local 
papers. The installation of the new vault alone will 
prove interesting news that must at once impress 
every person who reads it with the absolute security 
of your institution. 

3i 



ROTHSCHILD'S BANK ADVERTISING 

The completion of the building, and the begin- 
ning of business in the new home, will furnish addi- 
tional material for feature stories. At the same time, 
do not overlook the fact of patronage to these papers. 
Make that patronage impartial. Following, we sug- 
gest a number of ads. based on the new home phase 
of your business, and to be changed, as indicated, at 
different periods from the time 3-ou decide to con- 
struct the building until you are located in it. 

Supporting these display advertisements should be 
a line of reading ads. from two to five lines, to be run 
in your home papers. The larger your city, the smaller 
space will be needed both for your news announce- 
ments and the advertising. The papers in cities hav- 
ing a population of 500,000 or more would not be in- 
clined to give you more than a few lines of mention. 
In a town of 100,000 and under, the space would be 
more liberally devoted to your transactions. 

In many respects (as we explain in other parts of 
this volume) advertising a bank in a small town dif- 
fers from giving publicity to a bank in a city. In a 
metropolitan community, the construction of a bank 
building receives its mention on the real estate pages 
as well as in the news columns of the papers. A 
small town daily or weekly publication is not oper- 
ated on the department basis, and every item of news 
receives prominent position. 



3* 



THE GROWTH OF A BANK 



Form No. 13. 



A NEW ERA 

FOR YOU 
A NEW HOME 

FOR THE 
CLARK COUNTY ST A TE BANK 

Because the wide-awake citizens of Blankville 
have co-operated with this bank, our institution has 
grown to such proportions and importance, it is 
obliged to seek a new, better, larger home, 
Deposits 

10 years ago $52,000.00 

5 " " $500,000.00 

NOW $826,000.00 

Capital, $75,000.00. Undivided Profits, $65,000.00. 
Total Working Capital, $140,000.00. 

Watch the progress of our new home at Main 
and B streets — 60 feet on Main street — 80 feet 
on B street — 2 stories and basement — concrete 
foundation for steel, asbestos lined, time-lock 
vaults. 

Don't Wait Until We Have Moved— 
Begin Your Account NOW! 

Savings accounts may be started with $1.00. 
Interest of 4% — compounded semi-annually. 

Clark County State Bank 
Blankville, Iowa 



33 



ROTHSCHILD'S BANK ADVERTISING 

Form No. 14. 



You' Will Be Welcome to Our 

New Home 

You Are Welcome to Our 

Old Home 

<I Because you and your neighbors have shown your 
trust, co-operation and progressive spirit, the business 
of this bank has grown so steadily, the old home is 
too cramped. At Main and B streets, we are con- 
structing a modern bank building— 60 x 80 feet — 2 
stories and basement. Our new fire and burglar-proof 
steel vaults will rest on a concrete foundation. We 
have every means now for the transaction of all com- 
mercial and savings business — and we want you with 
us when we move. Come in any time — NOW — TO- 
DAY — and talk it over. YOU are just as important 
ds this new home of ours. 

Clark County State Bank 

Blankville, Iowa 



Form No. 15. 

Handling Your Money 
Safely, Honestly, Wisely 
Will Build Your New Home 

IJ Because we have always done banking on 
the highest, most conservative, most progressive 
policy — because we have lived up to every prom- 
ise — we have outgrown our old home. From 
a total of $52,000 in deposits, 10 years ago to 
$826,000 today, is a good record. Many of 
our largest and most prosperous depositors 
started their savings accounts with $1. Do 
likewise. Begin TODAY. 

Clark County State Bank 

Blankville, Iowa 



34 



THE GROWTH OF A BANK 



Form No. 16. 



Progress for You! 

iff That's what the new home of 
the Clark County State Bank spells. 

pit is a durable monument of correct deal- 
ings — an incentive to the regard of each 

dollar. Your account should be part of the 
magnificent total of $826,000.00 of deposits. 
•I Bonded officials and fireproof and burglar-proof 
vaults plus fire and burglar insurance, make your 
money safe. Savings accounts may be started with 
one dollar. Interest of 4% annually compounded 
every 6 months. Money to loan on 9,000 securities, 
in any amount, at 6%. Special facilities for business 
houses. Come to see us. Come NOW— TODAY. 

Clark County State Bank 

Blankville, Iowa 



Forms Nos. 17 and 18. 

We Needed 10 Years 
To Build Our New Home! 
How Long Will You Need? 

•J It all depends on when 
you start to save. The 
dollar you spend foolishly 
— thoughtlessly — should 
be the foundation of a 
savings account. We 

pay 4% interest, com- 
pounded semi - annually. 
t| A small start gives you 
a reason — a purpose — to 
save more. 

Come TODAY with that 
dollar. There are 826,000 
other dollars to keep it 
company. 

Clark County State Bank 
Blankville, Iowa 



Other Blankville 
People 

Have Saved $826,000 
in IO Years 

How Much Have 
You Saved? 

<J Don't worry about 
the past. tJThe most im- 
portant time is TO-DAY 
— NOW.«IBegin right, and 
come into our new home 
with us, spurred on by a 
new purpose, 

Start your savings ac- 
count with only $1 if you 
wish — but start it... Inter- 
est 4%, compounded every 
6 months. Come right 
away. 
Clark County State Bank 

Blankrille, Iowa 



35 



ROTHSCHILD'S BANK ADVERTISING 
Form No. 19. 



Join Us! Succeed With Us 
In Our New Home 

€J Ten years ago, we asked the business 
houses and the men and women of Blankville 
and of Clark County to believe in us— co- 
operate with us. They did. At the close 
of the first year's business we had deposits 
of $52,000. We were encouraged. Today 
our deposits have crossed the $900,000. mark 
H So large have our transactions become 
that we have just moved into our splendid 
new home at Main and B streets. 
SfThere is room— light— convenience. 
There is a special room for ladies, where 
they may keep appointments, or write 
letters. We furnish the stationery — and 
we want you to come whether you are a 
depositor or not. 

€| We naturally wish every man and 
woman to start a savings account. Begin 
with $1— and build up, we pay 4% interest, 
compounded every 6 months. 
€1 You don't have to be dressed up to secure 
courteous treatment. We are friends of 
workers and savers. 

I][ Our facilities for handling commercial accounts are 

exceptionally fine— and we always have money to 

lend at reasonable rates. 

<J Come to see us— everybody— YOU. 

«I Come right NOW— let us show you our fire-proof 

and burglar-proof vaults— our conveniences. 

Clark County State Bank 

Blankville, Iowa 



36 



Local "Readers" to he Run 
in Personal Columns of Local Papers. 

Form No. 20. 

Four per cent, interest a year on savings accounts 
is not a "get-rich-quick" method, but it is consider- 
able, because of the security offered at the Clark 
County State Bank, that is about to construct a new 
home for its depositors and find every facility to assist 
them in the accumulation of a competency. 

Form No. 21. 

Clark County, Iowa, has grown steadily and sub- 
stantially, which is proved by the fact that the Clark 
County State Bank has decided to construct a hand- 
some new home. Commercial and savings accounts 
are respectfully solicited. 

Form No. 22. 

Do not wait until the new home of the Clark 
County State Bank has been completed before open- 
ing a savings account. You will find every facility in 
the old quarters, and it will pay 4 per cent, annual 
interest on your savings. 

Form No. 23. 

Work has been begun on the construction of the 
new home of the Clark County State Bank. If you 
begin a savings account today, it will not be long 
before you can also construct a new home. Strict 
regard for the value of every dollar and every dime 
has made possible the progress of this institution. 
The same principle can be as successfully applied in 
your own case. 

Form No. 24. 

The foundation for the new Clark County State 

37 



ROTHSCHILD'S BANK ADVERTISING 

Bank has been completed. This is the foundation o'f 
not only one of the most modern banking homes in the 
state, but for the personal success of hundreds of men 
and women who begin in a similar way and learn that 
a savings account promotes thrift and prosperity. 
Your money will draw 4 per cent, yearly. 

Form No. 25. 

Every day means twenty-four hours nearer the 
completion of the new home of the Clark County State 
Bank. Every day should mean just that much gained 
for you — and with a savings account you will find 
delight in watching your earnings accumulate with 
the addition of 4 per cent, annual interest. 

Form No. 26. 

The new steel burglar and fire-proof vault of tfre 
Clark County State Bank is being set into place. This 
should safeguard your money — with an annual earn- 
ing rate of 4 per cent. Put your accumulation in a 
place of safety and remuneration, and free from the 
many temptations to squander your earnings. 

Form No. 27. 

On the 15th of this month, the Clark County State 
Bank will be established in its new home. You are 
invited to call and inspect these handsome quarters. 
When you come, also inquire about what is necessary 
to open a savings account. Begin with a few dollars; 
and to your modest start, add as much as your earning 
capacity permits. An annual interest rate of 4 per 
cent, will help you build up your small sums into 
large amounts. 

The above paragraphs are suggestions for a line of 
reading ads. that are to be run in the local columns of 
your papers. As the residents of your community 
peruse the items of news, they will persistently come 
into contact with your brief statements of logic, prog- 
ress and thrift. The cost is small so far as your own 

38 



LOCAL "READERS" FOR LOCAL PAPERS 

outlay is concerned, but you will find that the returns 
will be liberal. 

Thus, through newspaper publicity, reading ads. 
and display ads., supplemented by letters and folders 
and mailing cards (if you wish), you will inaugurate 
an advertising campaign that will call for but a mod- 
erate outlay, and that will bring more substantial 
business to you than you could ever realize with- 
out trying. 

In other parts of this book, which are all indicated 
by the index, you will notice advertising of different 
classes, soliciting various kinds of accounts, that can 
be used in conjunction with the campaign especially 
designed for making the best of this single feature; 
namely, the construction of a new banking home. 

We also repeat that the remodeling of your pres- 
ent quarters, the construction of new vaults, the addi- 
tion of floor space or anything else that signifies prog- 
ress, can form the foundation for the same sort of 
advertising that we have covered in this division of 
our book. At all times, growth is a convincing argu- 
ment, and forms one of the most prolific methods of 
advertising a bank. 



39 



Increase of Capital Stock and 
Administrative Changes. 

It frequently occurs in the general trend of bank- 
ing business that increases are made in the capital 
stock or the undivided profit or surplus funds — and 
additions to, or changes in. the directorate or operat- 
ing staff, giving rise to the advisability of special 
advertising. The letters, advertisements, and other 
methods of announcement are necessarily different 
from the literature employed for any other kind of 
campaign. 

Sometimes a large interest (or control) may be 
purchased by some well-known, wealthy resident. At 
other times, the investment is made by an outsider 
who requires introduction to the community. Fol- 
lowing will be found suggestions for a campaign 
touching these various phases of the banking busi- 
ness. The first letter announces a heavy investment 
in the capital stock of the bank by a man who is 
a stranger to the community. This letter is to go to 
business men in your town, soliciting their commer- 
cial patronage. 
Form No. 28. 
Dear Sir: 

It is with pleasure that we announce that Mr. T. F. 
Smith of Madison, Wis., has become interested in the 
Citizens' State Bank — the capital of which has hereto- 
fore been $50,000. The increase in the capital stock 
brings the total up to $100,000, with a surplus of $25,- 
000. This places our banking house in a better posi- 
tion to look after the financial requirements of our cus- 

40 



INCREASE OF CAPITAL STOCK 

tomers, and increase their facilities for the transaction 
of all their monetary affairs. 

Mr. Smith has a long, clean record as an efficient 
banker. Born and reared in Dane County, Wis., he 
graduated at the Madison High School and completed 
a course at the Wisconsin University, and at the age 
of 21 he entered the banking house of John Sullers & 
Co. — working his way up steadily from one position to 
another, finally becoming cashier, and eventually presi- 
dent, of the institution. 

Mr. Smith reached his decision to move West after 
careful deliberation and research. He has become a 
resident of Wallace, and as president of the Citizens' 
State Bank will soon take active part in the affairs of 
this house. We especially invite you to call at the 
bank and meet Mr. Smith, and we are sure you will 
find the enclosed statement interesting as evidence of 
our successful growth. 

Mr. Burke, who was formerly chief executive of the 
bank, has retired to private life, and the other officials 
and directors remain the same. 

Assuring you that we thank you for your past sup- 
port and consideration, and we shall endeavor to make 
this institution one of the greatest banking houses in 
the Pacific Northwest, we remain, 

Very truly yours, 

Citizens' State Bank, 
By Cashier. 

Let us now suppose that there has been a complete 
change in the directorate, and that the principal offi- 
cials have moved to the city from some distant place 
or places. Instead of going before the depositors with 
the announcement of a change of administration, it is 
far wiser to first send a letter from the old manage- 
ment, explaining that the change is going to take 
place, so that the good will of the institution will be 
safeguarded. A complete alteration of this nature 



ROTHSCHILD'S BANK ADVERTISING 

would naturally place into the hands of the other 
banks in the vicinity an excuse for a plea of patron- 
age on the grounds of long residence and intimate 
acquaintance. The following letter is from the view- 
point of the bank about to change management: 
Form No. 29. 
Dear Sir: 

For the past fifteen years, the Citizens' State Bank 
has grown and become one of the strongest and most 
trustworthy financial institutions in the Pacific North- 
west. 

Under the fostering care of Mr. Franklin L. Burke, 
its president; Mr. Edward Hanson, as vice-president; 
Mr. George H. Holmes, as cashier ; Mr. Robert Noble, 
as director; and Mr. Frank L. Cummings, as director 
— our deposits have increased from $55,000 to $390,000. 

As you undoubtedly realize, Messrs. Burke, Han- 
son and Noble have reached that age where they natu- 
rally no longer relish the rigors of hard and constant 
work. Mr. Burke has decided to retire to his ranch 
south of the city ; while ill health has forced Mr. Han- 
son to move to Florida, where his physician informs 
him the warm climate will extend his years. Mr. 
Noble has found his legal practice so great as to make 
advisable the exclusion of all other classes of busi- 
ness. Mr. Holmes and Mr. Cummings are to move to 
Portland, Ore., where they will become associated with 
the Oregonian State Bank. 

Innumerable offers have been received from bank- 
ing houses throughout the country to purchase the 
Citizens' State Bank, and the directorate has carefully 
investigated every application. On the first of Octo- 
ber, the entire interests of the bank will be turned over 
to a new board of directors and there will be an 
increase of capital stock from $75,000 to $150,000, with 
a large surplus of $80,000. John W. Little, retiring 
president of the Hampton National Bank of Hampton, 



INCREASE OF CAPITAL STOCK 

O., will become president of the Citizens' State Bank. 
L. J. Whittier, retired wealthy contractor of Chicago, 
will be vice-president. The cashier will be Frank H. 
Strong, who is at this time cashier of the Badger 
National Bank of Milwaukee, Wis. The assistant 
cashier will be Willis Franklin, who has served for the 
past three years in that capacity for the Citizens' State 
Bank. Mr. O. T. Jones will be one of the directors, 
and Mr. A. M. Smith will become the other director. 
Messrs. Jones and Smith, who have been merchants in 
Wallace for the past twenty years, are too well known 
to require further introductions. 

Our unanimous endorsement is given to this new 
directorate. They bring new blood and new purpose 
to Wallace, and they are thorough and competent 
banking men. It is our sincerest wish that you con- 
tinue your patronage, and we could ask no better act 
of good faith than the fact that every one of the retir- 
ing directors will still retain substantial deposits with 
this banking house. 

Thanking you as customers and as fellow-citizens, 
and assuring you that it is with the deepest regret that 
these various conditions have dictated the parting of 
the ways, we remain, 

Very truly yours, 

Citizens' State Bank. 

Now, this letter has been sent to the depositors 
more than a month before the change occurs. It is 
also necessary that a correct news article appear in 
the different papers, and previous to sending this let- 
ter to the depositors, copies should be given to your 
different papers in town. About the time the letters 
are mailed, the newspaper articles should appear. It 
is also well to carry display advertisements that em- 
body the same points. The following ads. are sug- 
gested to serve this purpose : 

43 



ROTHSCHILD'S BANK ADVERTISING 
Form No. 30. 



New Capital — New Blood 

But the Same Stanch 

Policy! 

IJ After serving as the President of 
the Citizens , State Bank for fifteen 
years, our chief executive and 
fellow-townsman, Mr. Franklin L. 
Burke, has decided to retire to 
private life — and he and the other officers 
and directors are pleased to announce that 
Mr. T. F. Smith of Madison, Wis., who has 
recently invested heavily in the bank, will 
become its president. C| After careful con- 
sideration and investigation, Mr. Smith decided that 
Wallace is the one city he wishes to call home. CjEe 
brings with him a clean, ripe, thorough banking 
experience, and is the retiring head of the well-known 
Madison banking house of John Sullers & Co. €| We 
announce also an 

Increase of Capital 

From $50,000 to $100,000 

Surplus, $25,000 

Deposits, $290 s 000 

•I The other officers and directors are the same. <J We 
thank you for your past favors — and solicit your future 
consideration 

Citizens 9 State Bank 



44 



ROTHSCHILD'S BANK ADVERTISING 

Form No. 31. 



Greater Capital—New 

Officials - hut Your Interest and 
Welfare Receive First Consider- 
ation —__——___—_ 



The citizens of Wallace will join with us 
in regretting that the officers so long and 
favorably known as being part of the fabric 
of this banking house, are to retire Oct. 1. 
Under the careful administration of Presi- 
dent Franklin L. Burke, Vice-President 
Edward Hanson, Cashier George H. 
Holmes, and Directors Robert Noble and 
Frank L. Cummings, our deposits have in- 
creased from $55,000 to $390,000. After 15 
years' faithful service, these officers have 
decided to retire, but each and every one 
will retain liberal deposits in this bank. 

The new officers will be Mr. John W. 
Little, President, and the retiring president 
of the Hampton National Bank of Hamp- 
ton, Ohio. Mr. L. J. Whittier, retiring con- 
tractor and capitalist of Chicago, 111., will 
be Vice-President. Mr. Frank H. Strong, 
cashier of the Badger National Bank o£ 
Milwaukee, Wis., will be cashier. Mr. 
Willis Franklin, now assistant cashier, will 
retain that position. Messrs. O. D. Jones 
and A. M. Smith, who have been prominent 
merchants in Wallace for the past twenty 
years, will be directors. There will be a 
decided increase in capital — from $75,000 to 
$150,000 — surplus $80,000. Every consid- 
eration will be given to savings and com- 
mercial depositors. The retiring officials 
give their heartiest endorsement to the new 
officers and request the public to display the 
same confidence. 

CITIZENS' STATE BANK! 
45 



More Change of Administration 
Forms. 

The community has been pretty thoroughly pre- 
pared for the change, and the business men and sav- 
ings depositors have all had a personal talk with the 
present officials. The retiring officers and directors 
owe this courtesy to the incoming officials and direct- 
ors. About a week before the change has actually 
occurred, the new banking officials should send a let- 
ter to all of the depositors so as to further cement 
this very important item of good-will and retain the 
patronage that has been worked up through years of 
hard labor. We suggest this letter as adapted to this 
particular phase: 

Form No. 32. 
Dear Sir: 

Although the present officials and directors of the 
Citizens' State Bank have already notified you of the 
change in the management, it is our wish to personally 
introduce ourselves and explain why we selected Wal- 
lace as the scene of our residence and business en- 
deavor. 

We investigated, all told, more than a hundred 
banks that were for sale, but we found the conditions 
so favorable in the Citizens' State Bank, we were glad 
not only to buy control, but also to make a further 
investment — increasing the capital stock from $75,000 
to $150,000, with a surplus of $80,000. 

In telling you that it will be our aim and purpose 

46 



CHANGE OF ADMINISTRATION FORMS 

to add to the business and scope of this bank, we voice 
our regrets that a number of the officials have decided 
to move away from Wallace. We can not hope to 
supply the places they made vacant in a personal way, 
but we shall do everything in our power to assist the 
city that will be our home. We have already shown 
our disposition in this direction. 

We have induced capital from the East to invest a 
sum of $50,000 for local stockyards and a grain ele- 
vator. The construction of this work will begin at 
once. Also, a number of our Eastern friends will 
invest $40,000 in a tannery to be located in this city. 
We shall bring in as much outside capital as we can 
possibly induce, and we hope to have the fullest sup- 
port from the present customers of this bank and from 
the public generally. 

On the first of next month, we shall assume control, 
and during the remainder of September we shall be in 
the bank to personally meet and become acquainted 
with the patrons of this institution. 

Assuring you that our aim shall always be to assist 
in the material growth of Wallace, we remain, 
Very truly yours, 

Citizens' State Bank, 
By John Little, 
L. J. Whittier, 
F. H. Strong, 
O. T. Jones, 
A. M. Smith, 
Willis Franklin, 
In the above letter, it has been assumed that the 
incoming management has actually influenced the in- 
vestment of capital in the vicinity. Where this has 
not been the case, the talking should then be confined 
to the increased funds and facilities that have been 
annexed to the bank's resources, or to whatever the 
"feature points" may be. 

47 



ROTHSCHILD'S BANK ADVERTISING 

In a move such as a change of management or 
increase in capital or any alteration whatsoever, it 
should be given to the public as soon as the decision 
has been reached. The newspapers are always glad 
to secure information of this kind, and a typewritten 
statement of facts from the bank's officials will serve 
in keeping the items of news strictly within the boun- 
daries of the circumstances. 

Occasionally, the growth of a bank has been so 
pronounced as to bring about an increase of capital 
without any alteration whatsoever in the directorate. 
Taking the same bank, and assuming this condition, 
we submit the following letter: 

Form No. 33. 
Dear Sir: 

The Citizens' State Bank of Wallace has become 
such a solid and progressive institution that the direct- 
ors have voted an increase in capital from $50,000 to 
$100,000, and an application is being made with the 
state authorities to grant this increase. The stock is 
being taken up by the present shareholders, and no 
alteration whatever will be made in the list of officers 
and directors. 

In addition to this enlarged capital of $100,000 is a 
surplus of $40,000 — giving to the bank a greater scope 
and broader possibilities to harmonize with the require- 
ments of the community. The securities held by this 
institution are selected judiciously in accordance with 
legal requirements, and the market value of these 
securities has increased better than 3 per cent, during 
the past year. In the bank's vaults is a sum of money 
10 per cent, in excess of the legal requirements. 

The rapid development of farm lands and the com- 
pletion of the Bald Eagle Irrigation System have re- 
sulted in most phenomenal growth in this vicinity. 

48 



CHANGE OF ADMINISTRATION FORMS 

The Citizens* State Bank, therefore, purposes to retain 
its position, and no better evidence of good faith could 
be given than the absorption of this new stock by the 
present shareholders. 

Thanking you very much for your past patronage, 
and assuring you that we take great pleasure in offer- 
ing you these broader facilities, we remain, 
Very truly yours, 

Citizens' State Bank, 
By Cashier. 

Frequently in the banking affairs of the country,, 
with its thousands of banking institutions, some of 
the officers and directors of banks are stricken by dis- 
ease and death. The taking off of one of the promi- 
nent figures in a banking house is apt to cause more 
or less speculation and flurry, and this is particularly 
true if times happen to be stringent. 

We assume that Mr. F. L. Burke, president of the 
Citizens' State Bank, contracted pneumonia and diec! 
within a few days. Mr. Burke is one of the wealthiest 
men in Wallace, and in addition to his banking inter- 
ests, he owns the control of the leading department 
store, and is also the owner of considerable ranch 
land in the vicinity. Perhaps at the time there has 
been a monetary recession extending throughout the 
country. The savings depositors, who have laid away 
every dollar at the expense of some luxury, or even 
necessity, are easily frightened. The wagging tongue 
of gossip begins its evil insinuations. This is a point 
that can be pretty clearly anticipated by any banking 
house. 

The directors will naturally meet at once, adopt- 
ing commendable resolutions for their departed chief, 
and will select, without delay, another president who 
49 



ROTHSCHILD'S BANK ADVERTISING 

will add his sustaining strength to the institution. 
The following letter is to cover this type of case: 
Form No. 34. 
Dear Friend: 

It is with the sincerest regret that we announce the 
sudden and wholly unexpected death of our fellow- 
townsman and President of the Citizens' State Bank, 
Mr. Franklin Louis Burke. We consider the loss to 
Wallace irreparable, but Mr. Burke's affairs have been 
left in such excellent condition, there will be no finan- 
cial effect on this institution whatever. 

The board of directors has elected Mr. "Edward 
Hanson to the office of president. Mr. Hanson has 
been the vice-president of this banking house since its 
organization. Mr. George H. Holmes, cashier, and 
Mr. Willis Franklin, assistant cashier, retain their posi- 
tions as formerly. Mr. Robert Noble and Mr. F. L. 
Cummings remain on the board of directors, and Mr. 
O. T. Jones, one of our oldest residents and best known 
business men of Wallace, has been elected to the direc- 
torate to fill the vacancy. 

We understand that Mr. Hanson has been named 
in the will of Mr. Burke, as the latter's choice as 
administrator for the Burke estate. While it is with 
the keenest regret that we notify you of Mr. Burke's 
demise, you have our assurance that no change will 
take place in the banking strength of this organization. 

The bank will be closed Friday afternoon during 
the burial services — so that business to be transacted 
before Saturday morning should be consummated by 
12 o'clock Friday noon. 

Again thanking you for the unwavering confidence 
you have shown in us, we remain, 

Very truly yours, 

Citizens' State Bank. 

The value of going before your depositors with 
every change in your bank's affairs that would con- 

50 



CHANGE OF ADMINISTRATION FORMS 

cern the public, is good advertising. It should be 
remembered in this connection that there are two 
ways of advertising a commodity. One is to describe 
what you have for sale, portraying its strong features 
and naming your price and terms. The other way is 
to seize upon some fundamental alteration, or some 
special fact that has been culminated, thereby adding 
force to your announcement. 

A company making telephone instruments receives 
an order from China for ten thousand of these instru- 
ments. The sale of five times that many in Chicago 
or New York would excite very little comment. The 
manager of this telephone company recognizes the 
opportunity that has been offered, and he directs more 
legitimate attention to what the company is manufac- 
turing than he could hope to do in the ordinary course 
of events. 

In the same way, if your bank is going to increase its 
capital or make a change in the management or oper- 
ating affairs, you have one especial thing to which to 
direct the consideration of your customers and the 
public at large. Some of these variations suggest a 
complete campaign. Not only do you name the addi- 
tion or alteration itself, but you engage in a recapitula- 
tion of your business progress, and for good measure 
you put in some educational facts as well. 

Following, we suggest a complete campaign to be 
based on an increase in capital stock. This will con- 
sist of two letters, two folders, changes of newspaper 
ads., half a dozen local readers and two inserts to be 
slipped into the pass-books thirty days apart, at the 
time of balancing. 

Si 



ROTHSCHILD'S BANK ADVERTISING 

Let us assume that your regular list of depositors 
numbers 800 persons, and that you have selected a list 
from your telephone directory and other sources of 
1,200. You mail a letter, and a folder (in the same 
letter) under ic postage. This is indulged in twice, 
making a total postage outlay of $40.00, and a total 
printing outlay of about $20.00. Your newspaper ads., 
extending over a period of two months, will cost per- 
haps not in excess of $60.00, depending on the num- 
ber of local papers, circulation, rates, etc. The inserts 
to be placed in your pass-books should not cost in 
excess of $20.00 — making a total outlay for your cam- 
paign of approximately $140.00. 

We take the same banking house ; namely, the Citi- 
zens' State Bank of Wallace, but a similar form would 
apply to a national bank or savings bank, or any other 
banking institution. Your first letter follows : 

Form No. 35. 
Dear Friend: 

We know that you will be pleased to learn that the 
progress of business in Wallace, and the success of the 
Citizens' State Bank, have been so pronounced as to 
make imperative the increase in the capital stock of 
this institution from $50,000 to $100,000, with a sur- 
plus of $40,000 — giving us a total banking capital of 
$140,000. No change whatever is made in the direct- 
ors and officers, whose names you will find at the head 
of this letter. 

We are enclosing with this letter a folder which 
you will find of particular interest because it concerns 
the financial affairs of the community in which you 
live. If you are a depositor at this time, you will 
rejoice with us in this growth. If you are not a depos- 
itor, we trust you will accept this opportunity of call- 
ing and inspecting the bank and learning more about 

52 



CHANGE OF ADMINISTRATION FORMS 



our facilities. 

We are particularly prepared to care for checking 
accounts and savings accounts, and on the latter we 
pay an annual interest of 4 per cent., disbursed on the 
first of January and the first of July of each year. 

Trusting that you will preserve the enclosed state- 
ment of facts, we remain, 

Very truly yours, 

Citizens' State Bank, 

By Cashier. 

With this one-page letter will be mailed the fol- 
lowing folder, printed on paper 6x6 inches in dimen- 
sions. This will be divided (in the composition of 
type) into four pages, so that a single fold will permit 
it to be inserted in an ordinary envelope: 



53 



Form No. 36, 

The Growth of Wallace and the 
Citizens 9 State Bank. 

Fifteen years ago, Wallace had a population of 
about eight hundred persons. Messrs. F. L. Burke, 
Edward Hanson, Robert Noble and F. L. Cummings 
associated themselves together in the organization of 
the Citizens' State Bank, with a capital of $7,500. 

At the close of business the first year, the deposits 
amounted to $22,000. In five years, it had increased its 
capital to $18,000 and its deposits had grown to $87,500. 
Ten years from the time of organization, the capital 
amounted to $40,000, and the surplus to $15,000, and 
the deposits had grown to $278,500. The capital now 
is $100,000, and the surplus $40,000, with deposits of 
$635,800. 

In every stage of the progress of Wallace and vicin- 
ity, this bank has grown apace. As a result, our 
institution has become one of the most secure in the 
Pacific Northwest. Our legal reserve always averages 
better than 10 per cent, above the requirements. Our 
directors exercise the most judicious care in the selec- 
tion of securities for investment. The stockholders are 
all residents of Wallace and the surrounding country. 
This bank weathered the panic of 1907 without even so 
much as drawing on its surplus funds. 

In addition to rendering every facility in commer- 
cial accounts, we specialize in our savings department, 
accepting deposits of $1.00 and up. We pay an annual 
interest rate of 4 per cent., that is divided into 2 per 
cent, on the first of each January and the first of each 
July. Deposits made before the 10th of each month 
draw interest from the 1st. Through our recent in- 

54 



GROWTH OF WALLACE AND STATE BANK 

crease in capital, we are placed in position to better 
serve every customer. 

We specialize also in negotiating exchange on 
banks in every part of the world. We sell letters of 
credit to travelers, and secure passports for those about 
to journey to foreign lands. 

We have a special public room in which social and 
business appointments may be kept. There is an abun- 
dance of stationery, including legal blanks, for which 
no charge whatever is made. We assure our patrons 
that we fully appreciate their unrelaxing confidence in 
us, and we invite those who are not now depositors to 
co-operate with us. 

The Citizens' State Bank, 

Following the above letter and folder in about a 
month may be sent the following letter and folder : 

Form No. 37. 
Dear Friend: 

Since we wrote to you a month ago, advising you of 
our increase in capital from $50,000 to $100,000, with a 
surplus of $40,000, our deposits have increased $35,700. 
This illustrates to the business men and wage-earners 
of Wallace and vicinity what our part amounts to in 
the upbuilding of this progressive community. We 
have a reputation among the business interests of the 
fairest kind of commercial co-operation. Working 
always on a conservative and exact basis, we never 
endanger the resources or standing of the bank in 
questionable methods and unwise negotiations. This 
has given us an abundance of good-will, and has 
cemented our reputation for fair dealings to an extent 
that must impress upon every wage-earner and every 
merchant the advisability of co-operating with us. 

We trust that you will read the enclosed folder 
carefully. You must admit that anything that con- 
cerns the commercial and financial welfare of Wallace, 
Has also much in common with you and your own 
affairs. 

55 



ROTHSCHILD'S BANK ADVERTISING 

We extend our thanks to our present customers, 
and invite those who are not now depositors, to asso- 
ciate themselves with us in that capacity. Extending 
our kindest personal wishes, and inviting you to call 
at any time, we remain, 

Very truly yours, 

Citizens' State Bank. 

The following folder, printed in the manner de- 
scribed for the first folder, will accompany this second 
letter ; 



56 



Form No. 38. 

The Community and the Bank. 

When outside interests contemplate the investment 
of capital in any section, they judge the desirability of 
that region according to the condition of its banks. 
The larger the clearings, and the heavier the savings 
deposits, the more stable the community appears to 
the outsider. 

The Citizens' State Bank of Wallace has stood from 
the first for thrift and progress. The total deposits to 
date aggregate $671,500. Of this amount, $258,000 is 
in the savings department. Wage-earners, profes- 
sional men and women, housewives, and the rank and 
file of Wallace are to be found among the patrons of 
this department. Over 65 per cent, of the transactions 
in sheep and cattle are cleared through this bank, 
within a radius of thirty-five miles of Wallace. Sev- 
enty-two per cent, of the general commercial transac- 
tions in this same territory are cleared through this 
institution. 

These facts alone should be proof conclusive that 
the Citizens' State Bank is the one to patronize. We 
offer every safeguard and every facility that could be 
found in the largest metropolitan banking house. The 
new steel burglar-proof and fire-proof vaults assure im- 
munity from loss through burglary or fire. We carry 
burglar and fire insurance as a still further protection. 

Operating on a strictly conservative basis, every 
depositor is treated equally well, with no special favors 
being shown to any. We solicit your regular or your 
casual banking business. We invite you to call and 
inspect our banking home, and meet the officers who 
will serve you in the conduct of your financial affairs. 
The Citizens' State Bank. 

57 



ROTHSCHILD'S BANK ADVERTISING 

The reading notices, to be run in your local papers, 
are suggested as follows: 

Form No. 39. 

The Citizens' State Bank has recently increased 
its capital from $50,000 to $100,000, and, in addition, 
it has a surplus of $40,000. The deposits now total 
$671,500. This institution has grown with Wallace. 
Why don't you grow with the Citizens' State Bank? 

Form No. 40. 

A dollar laid away today in a savings account in 
the Citizens' State Bank not only draws 4 per cent, a 
year, but forms the incentive for the saving of more 
dollars. The men and women of Wallace and vicin- 
ity have deposits of over a quarter of a million dol- 
lars in this department. Are you one of them? 

Form No. 41. 

Within a radius of 35 miles of Wallace, 72 per 
cent, of all the commercial business transacted clears 
through the Citizens' State Bank. This is evidence 
of the regard that business men have for this institu- 
tion. If you have need of a checking account, open 
it today. 

Form No. 42. 

Fifteen years ago, the Citizens' State Bank of Wal- 
lace was organized. Every year since then it has 
shown substantial gains. From an original capital of 
$7,500, it has increased to a capital of $100,000, sur- 
plus $40,000. Confidence and co-operation have made 
these things possible. Be a member of the Order of 
Thrift and profit proportionately. 

Form No. 43. 

Never fear that burglars can deprive you of your 
financial holdings if you carry them with the Citizens' 
State Bank, which has a capital of $100,000 and a sur- 
plus of $40,000; it has the most secure vaults in the 
Pacific Northwest. 

58 



THE COMMUNITY AND THE BANK 

Form No. 44. 

Every banking facility will be found in the Citi- 
zens' State Bank of Wallace. Special attention is 
given to both commercial and savings accounts. On 
all savings deposits, 4 per cent, interest is paid annu- 
ally, divided into 2 per cent, payable the first of each 
January and July. All deposits made before the 10th 
of each month are credited with interest from the first 
of the month. 

If you have three local papers, give two of the 
above ads. to each — to be run in the columns of each 
issue for a period of about two months. If you have 
two local papers, give each editor three of the six ads. 
— to be run each issue for two months. If you have 
but one local paper, instruct the manager to alternate 
the ads., running three each issue, and the next three 
each alternate issue. 

Your inserts for pass-books need not be lengthy. 
When you go to a department store and purchase even 
the smallest article, you will find some sort of an- 
nouncement enclosed with the goods. Many of your 
depositors, for example, are going to the express com- 
pany and the postorfice for money orders. These sums 
may as well clear through your bank. We suggest the 
following two inserts to be used a month apart when 
the pass-books are balanced : 



59 



Form No. 45. 

Our Exchange Facilities. 

The reason the Citizens' State Bank has increased 
its capital from $50,000 to $100,000, with a surplus of 
$40,000 and deposits of $671,500, is because this insti- 
tution serves every banking need of its patrons. Hav- 
ing bank connections in every part of the world, we 
can sell exchange in the form of cashier's checks or 
drafts. The next time you remit money out of town, 
go to our cashier and purchase a draft or a cashier's 
check. 

Citizens' State Bank. 



60 



Form No. 46. 

Investments. 

Many of the depositors of the Citizens' State Bank 
are not aware that we have a department especially 
organized for the convenience of investors. The state 
laws make imperative the investment of banking funds 
in the most unquestionable and safe securities. We 
make it our business to keep in touch with these in- 
vestment offers which pay reasonable interest return 
and are negotiable at any time. 

If you wish to have your money earn 5 or 6 per 
cent, annually, talk it over with Mr. George H. 
Holmes, cashier of this bank. He is prepared to give* 
you a list of investments that have absolutely no haz- 
ard attached to them. 

Citizens' State Bank. 

The newspaper advertisements, which may vary in 
size from two inches single column to eight inches 
double column, according to the rates of your focal 
paper, are suggested below. We also suggest that you 
be impartial in the distribution of this patronage. 
These advertisements, you must understand, are con- 
structed around your increase in capital and deposits, 
which we contend forms a basis for an advertising 
campaign extending over a period of two months, or 
longer : 



61 



ROTHSCHILD'S BANK ADVERTISING 
Form No. 47. 

Increased from $50,000.00 
to $100,000.00 
Surplus, $40,000.00. 

Deposits, $635,800.00 

•I When you transact your 
savings and commercial bus- 
iness with this banking 

house, you become part of a grow- 
ing, safe, progressive institution. 
€|Our capital has just been in- 
creased from $40,000.00 to $100,- 
000.00. €JOur surplus is $40,000,00. 
P Right principles make us grow. $$ Come 
in — NOW — and grow with us. 
€J The stockholders are all residents of 
Wallace and surrounding country. 1$ Al- 
ways more than the legal reserve on hand. 
€J We specialize on savings accounts — pay 

4% interest, compounded twice a year. <[ Money 
deposited on or before the tenth of each month 
draws interest from the first. ([Begin with as 
little as $i— but begin NOW. 

(J Exchange on banks all over the world — let- 
ters of credit — passports procured. C.A special 
writing room for YOU. 

Citizens 9 State Bank 



62 



INVESTMENTS 



Form No. 48. 



$35,700 More 

Saved in 30 Days 



^ That's the increase in our 

deposits. CJAre YOU one of the 
thrifty? CjfDon't wait— begin 

NOW— start with $1.00 and receive 4% 
interests compounded twice a year. 

CJ Over 65% of the sheep and cattle tran- 
sactions in this vicinity (within a radius of 35 miles 
of Wallace) are cleared through this bank. <fl Ab- 
solute safety and superior facilities explain why ! 
€][ We also clear 7,270 of the mercantile transac- 
tions. IJ Many business men will tell you why. 
€][ Total deposits, $671,500.^ Total savings de- 
posits, $258,000. f Be one of us— TODAY. 

Citizens' State Bank 



Advertising Points of Superiority. 

A bank may possess some special advantages that 
other banks in the same locality lack. These features 
are almost limitless, but the more important of them 
include : The largest capital, the largest amounts in 
deposits, a long period of success, the distinction of 
having weathered every financial storm in that time, 
the largest savings deposits, and the patronage of the 
most prominent commercial houses in the city. 

Some banks find a sufficient reason for advertis- 
ing, and take advantage of these opportunities, when- 
ever a statement is issued, or whenever a fiscal anni- 
versary is reached. Where a banking house has been 
in existence for some years, a sort of souvenir book of 
about 6% inches in length, and 2>/i inches in width, 
could be issued. This book can be either eight, a 
dozen or sixteen pages, and ought to be illustrated. 

Let us assume that the name of the bank is the 
State Savings Bank & Trust Co. It dates from 1880. 
This institution is located in Carthage, and on the 
cover appears the legend, 

"The Financial History of Carthage." 
1880-1912 

On the inside of the front cover, the words, "The 
State Savings Bank & Trust Co." appear. On the 
first page of the book, the story begins as follows: 



Form No. 49. 

"The Financial History of Carthage." 

On the 6th day of August, 1880, Messrs. Paul R. 
Johnson and Alfred T. Sweet organized the private 
banking house of Johnson & Sweet, at 148 Carthage 
avenue. Both of these men were born and reared in 
Carthage, and were then at the ages of 29 and 24, 
respectively. 

The business affairs of our city were very modest 
in those days, and this new banking firm had very 
little financial backing, but considerable esteem and 
friendship. At the close of the first year's business, 
the deposits of the bank aggregated $24,785. At the 
end of the second year, the deposits had increased to 
$52,540. 

Carthage itself was beginning to expand somewhat 
in those days, and Messrs. Johnson and Sweet saw the 
advantage of taking in a partner. Mr. T. M. Hamil- 
ton, one of the best known merchants and land-own- 
ers of the vicinity, became interested in the firm's 
affairs, and together they organized the State Savings 
Bank of Carthage, with a capital of $25,000. 

The next seven years the banking house continued 
to progress, and in 1890 the deposits had reached a 
total of $785,000, while the surplus of the bank was 
three times as great as its capital, or $75,000. This 
was the time that corporations were beginning to 
make themselves more prominently manifest. The 
business of the institution had outgrown its capital 
and its quarters. A new bank building, which is 
now used by the Chamber of Commerce, was con- 
structed at a cost of $20,000. George M. Aspin, G. W. 
Harper, L. D. Conway and James Hughes then joined 
Messrs. Johnson, Sweet and Hamilton, incorporating 
the State Savings Bank and Trust Company, with a 
capital of $100,000 and a surplus of $75,000. 

The time of the panic in 1893 the deposits amounted 
to $1,248,000. In common with the other banking 

65 



ROTHSCHILD'S BANK ADVERTISING 

houses of the country, the shock was felt, because the 
shattered confidence of the public made heavy drains 
on the largest financial institution of Carthage. The 
deposits of the savings department alone amounted to 
over $500,000. For a period of three days there was 
a run on the bank, and during that time nearly $600,- 
000 was withdrawn from deposit ; commercial and sav- 
ings. When the public awoke to the realization that 
the State Savings Bank and Trust Company was capa- 
ble of withstanding a run, the re-deposit of money 
was a natural sequence. 

For the next four years, there was little growth in 
the affairs of the bank, but through the judicious pur- 
chase of securities this banking house had a surplus 
of $450,000 in July, 1897. At the time of the depres- 
sion of 1907, the bank had deposits of over $2,900,000. 
Despite the reaction and the flurries, these deposits 
steadily gained, and, in 1909, the new home of the 
bank at Carthage and Fourth streets was built at a 
cost of $55,000. The old building, which was con- 
structed at a cost of $20,000, was sold for $32,000 to 
the Chamber of Commerce. 

The officials of the State Savings Bank and Trust 
Company contend that their keen regard for the sav- 
ings department has been responsible for the bank's 
steady growth. The bank's surplus of undivided prof- 
its amounts to $720,000. 

The following table will give a fair idea of the 
bank's growth during the period since its organiza- 
tion: 



Ln. 1 


Capital, Surplus 


Total Deposits 




and Profits 






1881 


$ 11,500 


$ 


24,785 


1882 


13,600 




52,540 


1890 


101,000 




785,000 


1893 


175,000 




1,248,000 


1900 


220,000 




1,920,000 


1907 


555,ooo 




2,900,000 


1912 


628,000 
66 




3,685,000 



ADVERTISING POINTS OF SUPERIORITY 

With the incorporation of the State Savings Bank 
and Trust Company, this institution qualified as a 
Trust Company, under the state law, with the object 
of administering the estates of clients, acting as trus- 
tee, receiver, agent and in other trust capacities. It 
has deposited with the state treasurer the sum of 
$250,000, as required by law, to cover the faithful per- 
formance of the trusts undertaken. 

In recent years this institution has acted as execu- 
tor, and intrenched through ample capital, and with 
broad experience in the administration of estates, this 
bank can offer much more than any individual ex- 
ecutor. 

Part of the profits have always been left as a re- 
serve in the business. Perhaps no better evidence of 
the strong public regard for this organization can be 
given than the fact that the shares of the bank, hav- 
ing a par value of $100 each, have a book value of 
$210 and a market value of $325. Here is a record of 
thirty-two years of upward progress, integrity and 
success. The bank today pays just as much attention 
to its smallest depositor as it did in the beginning. 

On all savings accounts, an interest of 4 per cent, 
is paid. On the following page will be found photo- 
graphs of the officials of the bank, and on the page 
opposite, a list of the directors and stockholders. We 
request attention to the following special departments 
for the service of our depositors and the public. 

Checking Accounts* 

This bank invites checking accounts of individuals, 
firms and corporations — no matter how large or how 
small. We will make loans on approved names or 
collateral ; and through special agreement, interest will 
be paid on large checking accounts. Courteous and 
prompt attention is assured to all our patrons. 

Savings Accounts 

These accounts, beginning with any sum of $1.00 
67 



ROTHSCHILD'S BANK ADVERTISING 

or more, can be opened at any time, and will be paid 
4 per cent, interest, compounded January I and July 
i of each year. Over four thousand residents of 
Carthage and Carthage County are numbered among 
our savings depositors. On certificates of deposit, we 
pay 2^2 per cent, per annum on demand, or 4j^ per 
cent, if drawn for four months or longer periods, inter- 
est beginning on the day the funds are deposited. We 
invite interest-bearing deposits of this nature, and 
those whose funds are temporarily unemployed. 

Wills and Trusts. 

This bank's Trust Department is exceptionally 
well equipped to skillfully and efficiently handle its 
clients' wills, estates, agencies, trusteeships, etc., and 
is authorized by law to act in this manner. With 
many years of experience, this department of the 
bank recommends itself for your consideration. 

Investment Bonds. 

For the past few years there has been in opera- 
tion in this bank, a bond department for the purchase 
and sale of choice securities of Carthage and Carthage 
County, and other cities, counties and corporations. 
These bonds may be secured in denominations of 
$500 and $1,000, yielding from 4 to 5 per cent, interest 
annually. All information relative to investment se- 
curities and quotations will be cheerfully given by tel- 
ephone, mail, wire or through personal interviews. 

Letters of Credit. 

This banking house issues its own circular letters 
of credit for travelers, payable in all parts of the 
world, and sells travelers' checks and drafts on Lon- 
don, Paris, Berlin and other European cities, and it 
exchanges foreign currency and coin. 

The reader will also find a condensed report herein 
of the State Savings Bank and Trust Company, at the 

68 



ADVERTISING POINTS OF SUPERIORITY 

opening of business April 7, 1912, as made to the 
auditor of public accounts in the State of „ 

(Report to Run Here.) 

Inviting your consideration and your patronage, 
and thanking those who have shown their confidence 
in the past, we remain, 

Sincerely yours, 
State Savings Bank and Trust Company. 

Paul R. Johnson, Cashier. 

The above booklet, with illustrations of the first 
banking quarters, the second home and the present 
structure, giving interior and exterior views of the 
latter, should prove highly interesting. Photographs 
of the officials may be grouped to occupy one full 
page, reduced in the form of half-tone engravings. 
With a booklet of this kind might be given a few 
statistics, adding to the interest and distribution of 
the small volume. It might be advisable to show how 
Carthage has grown in population, industry, improve- 
ments, etc., from 1880, when the bank was organized. 

Now, a large part of the distribution can be taken 
care of by giving one to each depositor when the pass- 
book is balanced. This is good advertising among 
the regular patrons. It is also necessary to place this 
booklet in the hands of others who do not patronize 
the bank. Hand copies to the editors of the local 
papers, who will be very glad to make news mention 
of this interesting bit of history, and supplement this 
publicity with advertising. Circularizing a list of 
probable investors would also be a good idea. When 
the booklets are mailed, a brief letter should accom- 
pany it. We suggest the following for this purpose: 

69 



ROTHSCHILD'S BANK ADVERTISING 

7 : rm No. 50. 

Dear Friend : 

Knowing that you are always pleased to have 
placed before you anything that tells of the upbuild- 
ing and growth of Carthage and Carthage County, we 
take the liberty of enclosing herewith a book entitled, 
''The Financial History of Carthage. n 

Through the conservative methods of this banking 
house, many hundreds of men and women in this 
county have been induced to save money, later turn- 
ing this surplus into good, marketable securities and 
forming the foundation for substantial fortunes. 

We would particularly ask your consideration of 
the fact that, since its organization, this bank has 
weathered all financial storms. Do not wait until you 
have accumulated a large sum. but start a savings 
account with any amount from Si. 00 up. 

We shall be very glad to have you call and talk it 
over. Come soon — now. 

Very truly yours, 
State Savings Bank and Trust Company. 

By Paul R. Johnson. Cashier. 

The different forms of display advertisements to be 
used in the local papers for a period of about one 
month may be based on the lines suggested by the 
following advertisement; 



70 



ROTHSCHILDS BANK ADVERTISING 
Form No. 51. 



Your Success and the 

Financial History of Carthage. 



€| A bank is more than a building, 
a number of officers, burnished 
brass and plate glass. It is the result 
of the greatest of all human endeavors — 
industry and co-operation. ^ Your own 
interest in your family, your business 
and yourself must dictate what any 
bank can mean to you. €[ We contend 
that there is not a more progressive city on earth 
than Carthage. It is your home — and ours — 
and next to your own success, the achieve- 
ments of Carthage must prove exceptionally 
interesting to you. f[For your information, 
instruction and help, we have just issued a 
handsome, illustrated souvenir booklet — "The 
Financial History of Carthage." f[ There is a 
copy waiting your call — or letter. f[Ask for 
it, read it — because it will help you. f[Ask 
NOW. 

State Savings Bank and Trust Co. 



71 



ROTHSCHILD'S BANK ADVERTISING 

Sometimes it happens that a banking house is not 
the oldest, but still may be the largest. The histori- 
cal facts of the situation then need not be dwelt upon, 
but the burden of the story must be of the rapid finan- 
cial growth of the institution. 

We may assume that in the year 1900 there was 
organized the Second National Bank of Cardiff. The 
men who went into this organization had the money 
and the prestige to make it a success. This may be 
the youngest banking institution in the city, and hence 
the details of the story must be entirely different from 
the one told about the State Savings Bank and Trust 
Company of Carthage. 

For this purpose, a folder of about four pages 
would be adequate. We suggest the following: 
Form No. 52. 

Growth of the Second National, 

On June 1, 1900, there was duly incorporated under 
the federal statutes the Second National Bank of Car- 
diff, with a capital of $250,000. The deposits at the 
close of the first yea\r aggregated $625,000, being 
within 30 per cent, of those of the oldest national bank 
in the community. In 1905, the capital and surplus 
had grown to $720,000, and the deposits aggregated 
$3,628,000. January 1, 1908, which was the height of 
the financial recession, the deposits aggregated $4,865,- 
000, and the capital and surplus had grown to $885,000. 

As the statement in this folder will show, the Sec- 
ond National Bank of Cardiff now has a capital and 
surplus of $1,110,000, the capital itself having been 
increased in June, 1910, to $500,000. The deposits 
now aggregate $5,945,000. 

The invulnerable financial backing of this banking 
house has made possible its phenomenal progress, and 
its deposits today are equal to those of any two other 

72 



ADVERTISING POINTS OF SUPERIORITY 

banks in Cardiff County. Special facilities for indi- 
viduals, firms and corporations are provided, and loans 
are made on approved names and acceptable collateral 
at the rate of 6 per cent, per annum. 

Through special arrangement, interest is paid on 
large checking accounts, and three years ago the Sec- 
ond National Bank of Cardiff opened its securities 
department — buying and selling for its clients first- 
class municipal and county, state, school district and 
corporate bonds. Quotations on bonds may be secured 
during the banking hours any day, and letters of credit, 
travelers' checks and drafts can be furnished to trav- 
elers to all parts of the world. 

It has been, and is, the practice of this bank to 
keep a large part of its earnings as a working surplus. 
Commercial accounts are solicited, and depositors will 
find the service prompt and satisfactory in every 
department. 

Respectfully submitted, 
The Second National Bank of Cardiff. 

By James T. Howard, Cashier. 

In conjunction with the above statement of facts 
should be given a financial statement of the bank, the 
names of the directors and officers and the names of 
the stockholders. One or two half-tone engravings 
would materially assist also in making the folder more 
attractive. 

In this instance, we have a financial institution that 
doesn't operate a savings department. This implies 
that advertising will appear before business men exclu- 
sively, and need not be so explanatory or lengthy as 
bank literature that is going to savings depositors. 
Letters to accompany this folder and the advertising 
to go to the papers should also be constructed along 
more conservative lines. The letter could be worded 
similar to the following : 

73 



ROTHSCHILD'S BANK ADVERTISING 

Form No. 53. 

Dear Sir: 

Knowing that you are interested in whatever con- 
cerns the commercial affairs of Cardiff, we are enclos- 
ing herewith a folder that sets forth the chief points 
of our progress in this organization, the Second 
National Bank of Cardiff, since its inception twelve 
years ago. 

We solicit your account, and you will find our 
facilities are at all times conservative and satisfactory. 
Among our well-known depositors, we may name the 
Cardiff Packing & Cold Storage Company, the South- 
western Furniture Co., the Hampsted Lumber Co... 
Joseph Britton & Sons, the Cardiff & Southwestern 
Ry., the Cardiff Interurban Traction Co., the Cardiff 
Electric. Gas & Coke Co., the John Bright Mercantile 
Co.. Cardiff County Hardware Co.. E. L. Lewis & Son. 
jobbers; Franklin Smith & Co., jobbers; the Lorraine 
Iron Works, and the Busby Transfer Co. 

The Second National Bank is also a state and 
United States depository. 

Trusting we may have the honor of your considera- 
tion, we remain. 

Respectfully yours. 
The Second National Bank of Cardiff, 

By James T. Howard, Cashier. 

The advertisements are supposed to be run in the 
daily papers of a city of about 35.000 population, and 
occupy a space of about 5 inches double column. The 
following is a sample of the style to be adhered to: 



74 



ROTHSCHILD'S BANK ADVERTISING 

Form No. 54. 



A BANK FOR 
BUSINESS MEN 

*l Facts and figures are 
arguments— and here are 
the truths— just 12 years 
in the making: 

^f June 1, 1900, our capital was 
$250,000; a year later, our deposits 
aggregated, $625,000. 

if In 5 years, our capital was 
$720,000, and our deposits were 
$3,628,000. 

q Jan. 1, 1908— The low point of the de- 
pression—our deposits were $4,865,000. 

<J Our capital and surplus now total $1,110,000. our 

deposits, $5,945,000. 

^ Correct banking methods did it. 

<I The largest, safest most progressive is none too 

good for YOU. 

^1 TODAY is always the most acceptable time to 

begin. 

Second National 

Bank of Cardiff 



75 



ROTHSCHILD'S BANK AD'.'IHTISIX Z- 
Occasionally, a national bank varies from its rou- 



Le: us take the ;::::: :: vie™ that the re::: imptr- 
tart m:ve :n the par: :: the Se::nd Xati:rai Bank 
of Cardiff is to organize the Second Savings Bank 
and Trust Company of Cardiff. Naturally, the bank 
itself immediately turns over a large amount : £ patron- 
are. Almost immediately following the announce- 
ment of this auxiliary organization, the wives and 
families of the commercial depositors of the Second 
1 1 etional become patrons of the savings and trust por- 
tion of this well-known banking house. 

Even though this new corporation is sea a. rare and 
: -:inct in its corporate existence from the National 
Bank itself, the National gives to the Savings and 
Trust Company its fullest support. The advertising 
should be done in the name of the new organization, 
and i series of antw .v- rements beginning with the 
intention to incorporate, will constitute a very nice 
advertising campaign. 

This may ':e ii i he a in:: the are-:rgan:zati:n the 
opening and the follow-up system :£ advertising-. A 
committer ::r publicity is aaa:intei. Xe-rsaaaer arti- 
cles :: guide the e liters, iettens. betklets. ne-vsoaper 
advertisements, and other advertising devizes ere : 
fuii prepared- Like the plot of a story, there n 
he a':s:Iute sequence bet/veer the hrst ann:un:en 
- : - -he tiens eni the advertising that is inanige: 
after the new corporation is transacting business. 
This phase difers fundamentahy £r:m every ;:her 

76 



ADVERTISING POINTS OF SUPERIORITY 

class of advertising we cover in this book, in that the 
new Savings Bank and Trust Company has the sup- 
port of a thoroughly established and solid National 
Bank. 

Let us consider the newspaper publicity phase first 
of all. A statement of the facts involved must be 
prepared, and handed to the editors of the various 
papers in the town with instructions that they are to 
prepare their own news story, sticking closely to the 
facts set forth. This article should be worded as fol- 
lows: 
Form No. 55. 

The Second Savings Bank and Trust Company, 
with a capital of $125,000, will be organized during the 
current week by Messrs. R. L. Jennings, T. B. Pat- 
rick, Joseph Schultze, Gordon T. Brooks and H. H. 
Howell, who are directors of the Second National 
Bank of Cardiff. 

This institution will occupy a space now being 
remodeled on Howard avenue, adjoining the Second 
National Bank. A deposit of $75,000 with the state 
treasurer, which is required by all trust companies in 
the state, has already been made. There will be three 
distinct departments; namely, the savings bank, the 
trust department and the safety deposit vaults. An 
interest rate of 3 per cent, annually will be paid on all 
savings deposits of $1.00 and up — this interest com- 
pounding the first of January and the first of July of 
each year. 

The corporation is installing 2,500 safety deposit 
"boxes that will rent from $3.00 to $25.00 annually, in 
accordance with their size. The trust department will 
do a general trust business, handling wills, estates, 
agencies, trusteeships, etc. In addition to these three 
new departments, there will be transferred the bond 
department of the Second National Bank to the Second 

77 



ROTHSCHILD'S BANK ADVERTISING 

Savings Bank and Trust Company. 

The rapid growth of Cardiff, and especially the 
extension of the B. L. & N. W. of the Cardiff & South- 
ern Ry., which will increase the population of the city 
materially, are conditions that have dictated the incor- 
poration of this institution. It is understood that the 
fiscal affairs of several of the large estates in this vicin- 
ity will be administered through the trust department. 

The stockholders and directors include many of 
those already interested in the Second National Bank. 
No further introduction is necessary to the business 
men and women of this community than the bare 
statement of this fact. 

At the time the above article is handed to the dif- 
ferent papers, there should also be prepared display 
announcements to run in the local publications. We 
suggest the following display advertisements (to oc- 
cupy from four inches on two columns to ten inches 
on three columns) as display ideas: 



?3 



ROTHSCHILD'S BANK ADVERTISING 
Form No. 56. 

To Be Organized! 

The Second Savings Bank 
and Trust Company 

Adjoining the Second National Bank 

Messrs. R. L.Jennings, T. B. Patrick, 
Joseph Schultze, Gordon T. Brooks and 
H. H. Howell are organizing this institution 
to care for the growing demands of a dis- 
criminating public, and to keep abreast of 
the rapid expansion of Cardiff. This new 
institution will have three departments: 

Savings: on all deposits of $1.00 and 
more, an interest rate of 3 % per annum win be paid, 
compounding the first of January and the first of 
July of each year. 

Trust Department: wills, estates, 

agencies, trusteeships, etc. given careful, dependable 
attention. 

Safety Deposit Vaults : There will be 

2,500 safety deposit boxes ($3.00 to $25.00 annual 
rental) operated under a system of absolute security. 

Be Among the First Patrons 

of the New Bank — Grow With It! 



79 



ROTHSCHILD'S BANK ADVERTISING 
Form No. 57» 



It Isn't What You 
Make — 

It's Wh at Yo u Save! 

For you — your safety — your 
needs, the Second Savings 

Bank and Trust Company was 
organized. 

Directors: 
R. L. Jennings T. B. Patrick 

Joseph Schultze Gordon T. Brooks 
H. H. How ell 

Interest at 2>f per annum paid on all sav- 
ings accounts of $1 and more— compounded 

twice a year. 

A Trust Department for the transaction of 
all fiscal affairs and matters of trust. 

2,500 safety deposit boxes, ranging in 
price from $3 to $25 a year— fire, burglar 
and mistake-proof. 

Begin With Us~Gr ow With Us! 
We cordially invite you to call on 

us now and become acquainted 

8o 



ADVERTISING POINTS OF SUPERIORITY 

We suggest the following as samples of the local 
readers : 
Form No. 58. 

The Second Savings Bank and Trust Company 
will pay 3 per cent, interest annually, compounded on 
the first of each January and July, on all savings 
accounts of $1.00 and over. 

Form No. 59. 

Begin to save today, no matter how small your 
start may be. The world's greatest fortunes were 
stored up through a keen regard for thrift and com- 
pound interest. 

Form No. 60. 

Call at the Second National Savings Bank and 
Trust Company for its new booklet, giving the result 
of the accumulated sums of money at 3 per cent, com- 
pound interest. 

Form No. 61. 

The administration of estates should be placed into 
the hands of a duly chartered organization. The Sec- 
ond Savings Bank and Trust Company is especially 
equipped to handle this class of business. 

Form No. 62. 

The fifteenth of the current month the doors of the 
Second Savings Bank and Trust Company will be open 
for business. Begin your savings account on the first 
day and note how encouraging will be your progress 
thereafter. 

Form No. 63. 

Even though you have only $1.00 with which to 
open a savings account, be present when the doors of 
the Second Savings Bank and Trust Company are open 
for business at 9 o'clock Tuesday, the 15th of June. 

The above notices are for the purpose of greeting 
the eyes of the readers of your local papers who peruse 

81 



ROTHSCHILD'S BANK ADVERTISING 

the news columns. These are to be scattered through- 
out the news columns of the paper. Where a bank 
has the money to invest, out-door advertising is also 
advisable. In fact, in some of the largest cities, the 
billboards are utilized for this purpose. Street-car 
cards are also employed to augment the strength of 
the campaign. 

Now, the wording of out-door ads. must be brief. 
Some of the legends, which will be painted on the 
billboards, are suggested by the following lines : 

Form No. 64. 

"The Second Savings Bank and Trust Company of 
Cardiff pays 3 per cent, on all savings deposits of 
$1.00 and upward." 

Form No. 65. 

"Begin your savings account with $1.00. The 
Second Savings Bank and Trust Company will pay 
you 3 per cent., compounded on the first of every 
January and the first of each July." 

These out-door ads. can also be strengthened con- 
siderably by the employment of art. For example, 
the picture painted on the billboard can be of a mod- 
est cottage, showing the barns and sheds and the 
fields. Out in the meadow there is a plow, and the 
downpouring of rain has brought about a cessation of 
operations. Old as the story is, it still carries the 
same force as when it originated : 

Form No. 66. 

"Prepare for a rainy day. Three per cent, inter- 
est, compounded semi-annually, is paid on all sav- 
ings accounts of $1.00 and up at the Second Savings 
Bank and Trust Company." 

82 



ADVERTISING POINTS OF SUPERIORITY 

Another good billboard ad. would be to have a pic- 
ture of your bank painted on the lower left-hand cor- 
ner of the board, with the words, "The Home of 
Truth," printed across the top of the sign. Below, 
"Savings Accounts of $1.00 and above draw 3 per cent, 
interest, compounded semi-annually, at the Second 
Savings Bank and Trust Company." 

Some of these advertisements may also be varied 
to appeal to the different instincts and ideas of the 
individual. Under the general advertising campaigns 
of savings banks and trust companies will be found 
numerous ideas to serve the purpose named. 

At the time a savings bank is opened for business, 
the campaign should resolve itself into folders, letters, 
newspaper announcements and display advertising. 
The booklet or folder would be a salutatory announce- 
ment, and could not talk of deposits which had not 
come into existence. The outline of this folder would 
include introductory mention of the purposes of the 
organization and special reference to the men who are 
stockholders, officers and directors. This part of the 
campaign has already been covered in that depart- 
ment, "Advertising for Newly Organized Banks." 

The difference in that campaign and the one upon 
which we have touched is that the Second Savings 
Bank and Trust Company of Cardiff is an off-shoot 
of something already established. The hope of imme- 
diate success lies in the progress already made in the 
National Bank itself. Wherever a bank can rely on 
the strength of its endorsements, or any of the condi- 
tions we have named above, the monetary advantage 
must at once tie apparent. In this respect, the bank 

83 



ROTHSCHILD'S BANK ADVERTISING 

employs the same means that are found in general 
commercial advertising where some large corporation 
perfects some particularly interesting plans, passes 
some noteworthy milestone, pays some large dividend 
or does something else that is of general public in- 
terest. 



84 



Security Advertising. 

Realizing that the promotion business, which has 
given rise to the absorption of a vast amount of worth- 
less securities, has persistently detracted from the 
legitimate business of banks, many banking houses 
maintain a security department. Smaller banks place 
this part of the business into the cashier's hands, and 
unless he has had experience in creating sales of vari- 
ous securities, he is apt to be at a loss to know how 
to get into touch with investors. 

There are two classes of people the bank should 
reach. The first of these are depositors who keep 
large sums of money lying idle. The second class 
constitutes all those persons who are not patrons of 
the bank and who are able to invest. While the 
banker may argue that he prefers to have these depos- 
its remain at the bank's disposal, he should not over* 
look the fact that every purveyor of stocks and bonds 
is after the man and woman who own those deposits. 
The bank doesn't assume the position of underwriter. 
It virtually does a brokerage business. 

Now, logically, there is no better judge of securi- 
ties than the bank cashier and the other active bank 
officials. Understanding the value of a security, the 
bank official is not afraid that he will place into the 
hands of his depositors anything that lacks merit. 

While a few depositors may prefer government or 
municipal bonds, the majority look for securities that 

85 



SECURITY ADVERTISING 



pay a higher interest rate. The construction of a 
large office building usually calls for a bond issue, and 
it is better for the community to have these securities 
absorbed locally. 

The advertising matter for securities is always 
brief and to the point, which is the opposite of the 
average prospectus prepared by the promoter of doubt- 
ful schemes. Any special bond flotation on which the 
bank can make a fair brokerage and which demands 
considerable pushing should be handled by means of 
advertising matter especially prepared for that one 
offer. 

The other securities, which will include various 
municipal bonds, corporate bonds, and perhaps blocks 
of preferred stock in safe organizations, may be 
grouped in a separate circular with a very brief men- 
tion of the salient features. 

Let us say that in the city of Brandon, with a 
population of 50,000, there is to be erected a ten-story 
office building of modern construction. The land is 
worth $40,000, and the building itself will call for an 
outlay of $250,000. Bonds are to be issued to the 
extent of $250,000 in denominations of $500 and $1,000, 
bearing an interest rate of 5 per cent. They are to be 
floated at par. 

The following matter is intended as a folder of 
four pages, each page of which will be 8^ inches long 
by $y 2 inches wide. The first page will contain a cut 
of the new building made from the architect's draw- 
ing. Above this cut will be the display line, "Bond 
Offering of the Simpson Office Building/' Below will 
be "The Brandon State Bank and Trust Company, 
Brandon, Ohio/' 

86 



SECURITY ADVERTISING 



Beginning on the second page, and extending 
throughout the balance of the circular, will be the fol- 
lowing copy: 
Form No. 67. 

"Brandon State Bank and Trust Com- 
pany Offers to Investors Bonds of the 
Simpson Office Building Corporation 

Plans have been completed for the construction of 
a ten-story office building to occupy 100 feet on Bran- 
don avenue and 125 feet on Second street. This 
building is to be of modern construction, with a 
frame-work of steel — the first two stories to be of 
granite and the balance cream pressed-brick. 

The ground floor will be occupied by Johnson & 
Johnson, dry goods merchants, with the exception of 
a small storeroom at the corner, which has been leased 
to the United Tobacco Stores. On the second floor, 
occupying the Second street side of the building, will 
be located the Brandon State Bank and Trust Com- 
pany. The opposite half of the second floor will be 
leased to the Northwestern Insurance Company. The 
remaining eight floors will be divided into suites of 
offices, with the exception of the tenth floor, which 
will be leased to the Mid-Day Club. The barber shop 
and men's lavatory will be located on the ninth floor, 
while on the sixth floor will be the ladies' rest room. 
The basement and sub-basement will be apportioned 
to the tenants for storage purooses. 

The construction of the building will call for an 
outlay of $250,000, and the property, which is being 
turned over to the corporation by the Simpson estate, 
is conservatively valued at $40,000. 

The Simpson Office Building Corporation has been 
duly incorporated under Ohio laws for $500,000, with 
an authorized bond issue of $250,000. One hundred 

87 



ROTHSCHILD'S BANK ADVERTISING 

and fifty bonds of the denomination of $1,000, and 
two hundred bonds of the denomination of $500, and 
bearing an interest rate of 5 per cent, per annum, 
comprise the bond issue. These bonds will bear 
interest from January 15, 1912, and will run until 
1932, with a privilege of recall after the first five years 
of $16,666 annually for the next fifteen years. The 
bonds will be retired by drawings. The interest is 
payable on January 15 and July 15 of each year, with 
forty coupons attached to each bond. 

The security is a first mortgage on the realty of 
the building, held by the Brandon State Bank and 
Trust Company, against which the bonds are to be 
issued. 

The terms of the contract, which has been awarded 
to the Smith Construction Company, call for the pay- 
ment of $25,000 monthly for ten consecutive months, 
upon the completion of the required amount of 
monthly work. 

The revenues and operating expenses are conser- 
vatively estimated as follows : 

Ground floor rental, under lease to Johnson & 
Johnson for term of ten years on basis of $8,000 annu- 
ally, payable in monthly installments; the second or 
bank floor will rent for $6,500 annually; the remain- 
ing eight floors will command an average yearly rental 
of $5,000 a floor; giving a $54,500 year as a gross 
income. 

Owing to the fire-proof construction, the fire insur- 
ance will be very low, amounting to $2,000 a year, 
and the tax rate will amount to $3,500 annually. At 
the south end of the building will be located four 
hydraulic elevators, each having a capacity of fifteen 
persons. A complete power plant will be located in 
the basement, and the electric power for the building 
will be generatd there. This plant will also supply 
the following buildings at the figures stipulated: 
Brown office building, $2,500 yearly; County Court 
House, $1,500 yearly; Sawyer & Co.'s building, $1,500 



SECURITY ADVERTISING 



yearly; Madder office building, $1,000 yearly; total 
$6,500. The gross cost is placed at $3,000, and the 
net income at $3,500. 

It is estimated that the upkeep, including help, 
coal, decorations, repairs and supplies, will amount to 
$1,500 a month, or $18,000 yearly. To this should be 
added $3,500 for taxes and $2,000 for insurance, mak- 
ing a total of $23,500, from which will be deducted a 
net income on the electric plant of $3,500, leaving a 
total annual outlay of $20,000. 

The annual interest will command about $12,500 
for the first five years, making a total of $32,500, 
which, subtracted from the gross income of $54,500 
annually, leaves $22,000. A sinking fund of $12,500 
per annum will be deducted from this income, the 
balance amounting to $10,500 — being paid over to the 
Simpson Office Building Corporation. 

It will be noted that the security is ample to cover 
the amount required for the retirement of the bonds 
as well as the interest. The insurance, which will be 
for the full amount of the bond issue, will be held in 
escrow by the Brandon State Bank and Trust Com- 
pany, payable to the bondholders in event of loss by 
fire, and to be utilized for the repair of damage done 
by fire if such repair is possible. 

The Brandon State Bank and Trust Company rec- 
ommends these bonds as a safe investment, carrying 
a liberal interest rate, and wishes further to impress 
upon local investors the advisability of the absorp- 
tion of securities of this class at home. The bond 
department of this bank is authorized to offer for sale 
the first $25,000 worth of these bonds, and a like 
amount will be offered each month for the next ten 
months, the investment calling for par, plus interest 
from January 15, 1912. Applications will be consid- 
ered in the order in which they are received. Reser- 
vations may be made in person, by telephone (Main 
650) or by letter. Payments are to be made upon 
receipt of notice when the bonds are ready fgr delivery. 
89 



ROTHSCHILD'S BANK ADVERTISING 

Address Bond Department, Brandon State Bank 
and Trust Company, Brandon, Ohio. 

In the above, we have named the essential features 
entering into a bond issue of this kind. This circular 
matter should be taken only as a guide for the prepa- 
ration of a folder to serve the same purpose. The 
tabulation of all facts and figures is recommended. 
The investor is entitled to know every fact concerned 
with the financing of the corporation. 

At the termination of twenty years, the company 
promoting the enterprise would own the ground and 
the building. But so long as the security, at 5 per 
cent, per annum, is beyond question, the promotion is 
perfectly legitimate to handle. Upon a similar basis, 
practically all of the large office buildings in the coun- 
try have been erected. 

Now the advertising carried in the local papers 
need not go into such lengthy details as the circular. 
We recommend space about eight inches, three col- 
umns wide, with the body to run in 10 pt. type, 26 ems 
in width. A single display headline in about 24 pt. 
type is the only display that is necessary. The copy 
for the advertisement follows: 
Form No. 68. 

Investment Facts of the Simpson 
Office Building 



Within thirty days, ground is to be broken for the 
construction of a modern, steel-frame, fire-proof office 
building, ten stories in height, with a basement and 
sub-basement — to occupy the southwest corner of 
Brandon avenue and Second street, with 100 feet on 
Brandon avenue and 125 feet on Second street. 
90 



SECURITY ADVERTISING 



The Simpson Office Building Corporation, with a 
capital of $500,000, has been authorized by the secre- 
tary of state to issue bonds to the extent of $250,000, 
of which one hundred and jifty bonds will have a face 
value of $1,000, and two hundred bonds will have 
a face value of $500 each. 

This bond issue is dated from January 15, 1912, 
and retires January 15, 1932. The bonds, which are 
offered at par plus interest, draw 5 per cent, per 
annum. After five years, there will be retired $16,666 
worth of these bonds yearly, the numbers to be 
selected by drawing. Interest is payable on January 
15 and July 15 of each year, with forty coupons 
attached to each bond. 

Full particulars may be secured by addressing the 
Bond Department of the Brandon State Bank and 
Trust Company, Brandon, Ohio. 

In addition, as soon as the circular is prepared and 
the advertising is read, this circular should be handed 
to the managing editor of each local paper, who will 
be glad to give a news item for publicity, particularly 
owing to the improvement that will add to the beauty 
and substance of the city. These news items will also 
appear at different times as the building progresses. 
Now, a letter should be prepared which should be 
mailed to every depositor of your bank, and to those 
persons residing in your community who are not de- 
positors in your institution. Accompanying this will 
be a circular. We suggest a form letter in imitation 
typewriting, with name, address and date filled in : 
Form No. 69. 
Mr. John Smith, 

R. R. No. 3, 

Brandon, O. 
Dear Sir: 

Knowing that you are keenly alive to the require- 

91 



ROTHSCHILD'S BANK ADVERTISING 

ments of solid investments, and that you are espe- 
cially interested in whatever pertains to Brandon and 
its vicinity, we enclose herewith a circular descrip- 
tive of the bond issue that our bond department is 
handling for the Simpson Office Building Corporation. 

We strongly urge upon you the consideration of 
the advisability of keeping investments of this nature 
at home, and direct your particular attention to the 
security that is back of these bonds. You will note 
that for the next ten months $25,000 worth of these 
bonds will be issued monthly in denominations of 
$500 and $1,000. 

Applications will be cared for in the order in 
which they are received. 

Trusting that you advise promptly of the amount 
you are willing to invest, and asking that you call 
and go into details if there is any point you do not 
clearly understand, we remain, 

Very truly yours, 
Bond Department, 
Brandon State Bank and Trust Company, 

Per H. W. Jenkins, Cashier. 



92 



The Solicitation of Savings Accounts. 

A great variety of advertising matter could be pre- 
pared for the solicitation of savings accounts. This 
advertising may be divided into numerous classes, 
which should include letters, folders, booklets, mail- 
ing cards, reading notices, display advertisements, out- 
door advertising, blotters, calendars, etc. 

One of the most effective means of soliciting ac- 
counts is by means of letters with enclosures. A list 
compiled from wage-earners of every class, and house- 
wives, may be covered by these form letters — which 
are more effective with the date, name and address 
filled in to match the body of the letter. 

A follow-up system, consisting of a number of 
forms, relies for its effectiveness upon the repeated 
appeal, and these letters should be sent out regularly. 
Some banks engage in campaigns in which they mail 
one letter every week or ten days for a couple of 
months, or even longer. It is preferable to average 
one letter a month throughout the year. 

Following, we give a variety of form letters to 
serve this purpose, which may be used as a series, or 
individually : 
Form No. 70. 
Mr. John Smith, 

Courthouse, Va. 
Dear Mr. Smith : 

It is a great deal easier to save $1.00 than it is to 
save $100.00 — but the habit of saving must always 

93 



ROTHSCHILD'S BANK ADVERTISING 

have a starting point. The value of money is in 
what it will bring you, and the object of a savings 
bank is to keep your original principal secure and add 
to it the stated rate of interest. 

No matter how fortunate you are, there is always 
some time in your life when you need ready money 
in a hurry, and when you have a savings account, the 
money and the interest are there waiting for you. 
The savings account also keeps you from spending 
money for things that you might not especially need, 
and when you consider that you can start an account 
with us for any sum amounting to $1.00 or more, you 
will realize how easy it is to get into the habit of 
storing up part of your earnings. 

Come in and talk it over with us, and let us explain 
how you are protected and how your money earns. 
You will receive 3 per cent, interest, and when you 
make a deposit any time before the fifth of the month, 
you will be credited with interest from the first. 

We shall look for you to call, and remain, 
Very truly yours, 

Courthouse Savings Bank. 
Form No. 71. B ^ E - L * Rich ' Cashier. 

Miss Ella Brown, 

Courthouse, Va. 
Dear Miss Brown: 

During the fifteen years we have been in existence 
as a savings bank, our deposits have increased from 
$6,500 to $212,800. On this sum, we pay the owners 
of that money more than $6,300 yearly. This is at an 
annual interest rate of 3 per cent., which is paid on 
the first of January and the first of July of each year. 

It is not necessary for you to wait until you have 
$50.00 or $100.00 before you start a savings account — 
and you will find that we treat you just as fairly and 
courteously if you have only $1.00 on deposit, and 
that your $1.00 will draw the same rate of interest 
that would be credited on $10,000. 

94 



SOLICITATION OF SAVING ACCOUNTS 



Many of our depositors started in a small way, and 
as their savings have accumulated they have placed 
several hundred dollars, and sometimes several thou- 
sand dollars, in permanent investments in this locality. 

We provide you with a pass-book, and our re- 
sources are so great that no matter what conditions 
may arise, your money will always be safe. Won't you 
begin an account even in a small way? We should 
be greatly pleased to have you call and explain how 
our bank conducts business. 

Very truly yours, 

Courthouse Savings Bank. 
Form No. 72. B ^ E - L - Rich > Cashier. 

Mrs. T. E. Jennings, 

Courthouse, Va. 
Dear Mrs. Jennings : 

Like other housewives, you are always pleased to 
see your surplus money pile up. If you keep that 
money in our bank in a savings account, you would 
be adding to it right along, and it would be waiting 
for you whenever you want to make a purchase. 

It is not necessary for you to start with a large 
amount, because many of our depositors have begun 
with only $1.00 to their credit. Our interest rate is 
3 per cent, a year, payable the first of January and 
the first of July. 

If fifteen years, the deposits in this bank have 
grown from a little over $6,000 to more than $212,000, 
and very few of our three hundred and seventy depos- 
itors would have saved a penny if they had not had 
the facilities at hand to help them. Twice every year 
these people receive more than $3,150, or over $6,300 
yearly in interest. We put a large part of each year's 
earnings back into the bank, and today we have a 
capital of $30,000 and a surplus of $20,000. 

We should be very glad to have you call and talk 
it over with us, and you will be just as welcome mak- 
ing a small deposit as if you were placing thousands 

95 



ROTHSCHILD'S BANK ADVERTISING 

of dollars into our hands. We shall look for you, and 
remain, 

Very truly yours, 

Courthouse Savings Bank. 

By E. L. Rich, Cashier. 
Form No. "JZ- 
Mr. Thomas Perkins, 

Courthouse, Va. 
Dear Mr. Perkins : 

More than three hundred persons who are wage- 
earners have deposits in our bank, and in fifteen years 
the money deposited here has increased from about 
$6,500 to more than $212,000. Over one hundred of 
these depositors started with only $1.00 or $2.00, and 
they have kept adding to their deposits until many of 
them have several hundred dollars (and some of them 
a few thousand dollars) awaiting their demand. 

We pay interest at the rate of 3 per cent, annually, 
and distribute this interest twice a year — on the first 
of January and the first of July. Our bank always 
carries a large cash reserve, and has its money invested 
in the most stable securities. At the end of the year, 
we turn back part of the earnings into the surplus 
fund, until we now have a capital of $30,000 and a sur- 
plus of $20,000. 

When your money is with us, you can not lose 
through hard times, fire, robbery, or in any other way. 
We shall hope to see you soon, and we are, 
Very truly yours- 

Courthouse Savings Bank, 

By E. L. Rich, Cashier. 
Form No. 74. 
Dear Friend: 

All the great fortunes of the world depend upon 
the dollar, and every time you save a dollar you can 
assure yourself just that much comfort in the future. 

Saving money is one of the best habits in the 
world, and placing that money in a reliable savings 

96 



SOLICITATION OF SAVING ACCOUNTS 

bank like ours keeps the principal secure and draws 
an annual interest rate of 3 per cent., payable the first 
of January and the first of July of each year. 

Many of our heaviest depositors started in a small 
way, and we accept deposits of $1.00 and up. Your 
money can be drawn out any time, and it is a great 
deal more secure than it would be locked up in your 
own home. The majority of the robberies and crimes 
committed are due to the fact that people are known 
to have money in their possession and about their 
premises. 

We have one of the strongest steel vaults in the 
state, and our resources are always great enough to 
take care of any demand that may be made upon us. 

We shall hope to see you shortly, and believe that 
after you have learned our conservative method of 
transacting business you will be one of our regular 
depositors. 

Very truly yours, 

Courthouse Savings Bank, 

By E. L. Rich, Cashier. 

If the list the bank covers is not large, a letter 
may be general instead of specifically appealing to the 
different classes concerned, These can begin with 
"Dear Sir" or "Dear Madam" or may start with "Dear 
Friend," as the officials elect . 

Following is a general letter along these lines : 
Form No. 75. 
Dear Friend: 

^ So long as you look after the little things, the big 
things will take care of themselves. Life is made up 
of details, and the details of labor of any kind are the 
dimes and the dollars. 

The way to get power out of a stream is to accu- 
mulate a head of water — and in order to procure the 
power possibilities of industry, start a bank account 
and accumulate the dollars. 

97 



ROTHSCHILD'S BANK ADVERTISING 

During the fifteen years of our existence, we have 
been helping men and women, boys and girls, by in- 
ducing them to start savings accounts of $1.00 or more 
in accordance with their possibilities. We distribute 
interest on the first of January and the first of July 
of each year — and all deposits made upon or before 
the fifth of each month are accredited with interest 
from the first of the month. The annual rate is 3 per 
cent. 

We extend our heartiest invitation for you to call 
and talk it over. Place your money where it will be 
ready for you at any time — where it will earn and earn 
continuously — where it is safe, and where it induces 
you to save more. 

Very truly yours, 

Courthouse Savings Bank. 
By E. L. Rich, Cashier. 

Perhaps, instead of using the forms included in 
this book, the cashier or any other bank official would 
prefer to build up his own letter. 

A letter must be made up of convincing arguments, 
and it should have as chatty a tone as possible. Never 
waste space in dwelling on truths so self-evident that 
they have lost their power. Such statements as, "Do 
you want to make money?" "You should have more 
money," and "The possession of money is worthy," 
are simply things that everybody knows every day in 
the year. 

Little illustrations, however, linking the saving of 
money with certain truths, very often make a letter 
interesting. It is also sometimes advisable to end a 
letter with a command. Instead of saying, "Hoping 
to see you in the near future, we are, etc.," put it this 
way, "Come to see us — come today !" 

Religious creeds and political parties take a prem- 



SOLICITATION OF SAVING ACCOUNTS 

ise and adhere to it. They make converts through the 
strength of their affirmations rather than through 
pleadings. At the same time, never embody in the 
letter anything that insults the dignity of the person 
with whom you hope to transact business. Do not 
tell that person he is making the mistake of his life, 
that he is a spendthrift or an undesirable citizen 
because he lacks the possession of a savings account; 
but show him how easy it is to start, and that once 
he opens an account, he gets into the healthy habit 
of piling up his dollars and assuring more ease and 
comfort for the futare, when he is perhaps unable to 
work. Teach him how the stray dollars piled up in 
your bank may later be used to purchase bonds or 
other securities that could only be handled in large 
units. 

Following we have prepared a paragraph system 
in which the same facts are said in different ways. 
To present a truth is one thing, but to make the pre- 
sentation acceptable is decidedly another thing. The 
banker can not assume that same freedom of style that 
could be adopted in other lines of business. He must 
be careful not to permit humor to creep into his lit- 
erature. The handling of money is a serious business, 
and the adaptation of modern advertising for the 
upbuilding of banks calls for seriousness, sincerity and 
conservative statements. 

These paragraphs will be indexed as follows : Class 
A — Desirability of saving money. Class B — Com- 
pound interest. Class C — Safety. Class D — Relation- 
ship to the future. Class E — Accumulating for Invest- 
ment. Class F — Saving as a good habit. Class G — 

99 



ROTHSCHILD'S BANK ADVERTISING 

Saving as an education. Class H — Individual Pros- 
perity. 
Form No. ?6. 

A- 1 — Your most stringent need for money may 
come at a time when you least expect it. A savings 
account is then a harbor of refuge. 
Form No. 77. 

A-2 — The person who depends on borrowing money 
from a friend in time of need usually finds that peo- 
ple part with the fruit of their thrift reluctantly. 
Form No. 78. 

A-3 — Every dollar represents the expenditure of so 
much physical and mental effort. To save money fs 
to conserve your own energy. 

Form No. 79. 

A-4 — No matter how much or how little you earn, 
each dollar represents a certain fraction of your life. 
Every dollar you save is equivalent to adding so much 
time to your life and usefulness. 

Form No. 80. 

A-5 — Accident, sickness and death seldom adver- 
tise their coming, and every dollar is a needed asset 
then. 
Form No. 81. 

A-6 — Most people do not start savings accounts 
because they want to begin with several hundred dol- 
lars. The greatest fortunes in the world were gained 
by saving the dimes and the solitary dollars. 
Form No. 82. 

A-7 — If you stop and figure that by saving a dol- 
lar at a time you will never live long enough to save 
a million, you are looking at saving in the wrong light. 
A few hundred dollars have often meant the seizing 
of the right opportunity that has later made thousands 
and tens of thousands of dollars. 



SOLICITATION OF SAVING ACCOUNTS 

Form No. 83. 

A-8 — To own something is the real secret of suc- 
cess in the world, and to own money is equivalent to 
being able to own anything else of equal value. 
Form No. 84. 

A-9 — Begin your savings account with $1.00 today, 
and tomorrow you will find another dollar to add to it. 
Form No. 85. 

A- 10 — To be able to open your pass-book and see 
how your modest savings are accumulating, is to gain 
new courage and greater ambitions. 
Form No. 86. 

A-11 — People who make no effort to save money 
are always buying the things they momentarily desire 
and that immediately depreciate in value the instant 
they are purchased. With a savings account, one will 
secure those things he needs and will become a closer 
buyer of all commodities. 
Form No. 87. 

A-12 — If pennies and dimes were not necessary, 
they would not be manufactured in the United States 
mints. Dollars are always important, and to be able 
to secure a few dollars when you need them is to 
understand the full meaning of independence. 
Form No. 88. 

B-i — The nations of Europe owe more than twen- 
ty-five billion dollars to about twelve families. Every 
one of these families originally started with very little 
money, but through compounding at 2 or 3 per cent, 
they piled up these enormous fortunes. 
Form No. 89. 

B-2 — Compound interest means accumulation with- 
out any effort on the part of the possessor of the prin- 
cipal. 
Form No. 90. 

B-3 — An interest rate of 3 cents on the dollar dur- 



ROTHSCHILD'S BANK ADVERTISING 

ing a period of one year does not look large, and yet 
$3,000,000 on $100,000,000 is only at the same rate. 

Form No. 91. 

B-4 — At the end of the first year, $1.00 in a sav- 
ings bank will increase to $1.03. The next year, inter- 
est is paid at 3 per cent, on this $1.03, until finally this 
3 per cent, compound interest means a rate of 25 to 
30 per cent, on the original dollar. 

Form No. 92. 

B-5 — $100.00 invested at 3 per cent, compound in- 
terest, and bequeathed to one's grandchildren, will 
amount to a sum sufficient to make them independent. 

Form No. 93. 

B-6 — Never permit yourself merely to look at the 
three pennies that each dollar will bring in interest 
during the year, but consider the steady rate of 
increase when this interest compounds year in and 
year out. 

Form No. 94. 

B-7 — Starting a savings account at compound inter- 
est is like planting a grain of wheat in productive soil. 
The one seed grows numerous grains, and these 
planted again will grow still more, until the original 
seed will give rise to hundreds of acres of grain. 

Form No. 95. 

B-8 — Compound interest is to money exactly the 
same as leverage is to mechanical operations. The 
compound interest upon money increases the power 
and possibilities of its owner. 

Form No. 96. 

B-9 — Despite the riches accrued from gold mines, 
diamond mines, manufacturing, railroading and other 
lines of business, the world's greatest fortunes have 
been built up on compounding interest at the rate of 
only 2 or 3 per cent. 

102 



SOLICITATION OF SAVING ACCOUNTS 

Form No. 97. 

B-10 — Every human being and every industry 
needs money, and this need makes possible the pay- 
ment of compound interest to those who have wisdom 
enough to save. 
Form No. 98. 

B-11 — The money in a savings bank drawing 3 per 
cent, compound interest piles up wealth for its pos- 
sessors without demanding the expenditure of any 
time on their part. 

Form No. 99. 

B-12 — Your small savings of today may steadily 
grow into several thousand dollars, and the compound 
interest rate does not require many years to give you 
an independent income sufficient for all your needs. 
Form No. 100. 

C-i — Never overlook the safety of a savings ac- 
count. If a thief steals something belonging to you, 
then you are the loser — but a savings bank is always 
responsible for your money. 

Form No. 101. 

C-2— There are scores of calamities that may occur 
to deprive you of the money you hoard at home. 
Some day you will realize the value of patronizing a 
substantial savings bank, and the best time to learn 
is today! 

Form No. 102. 

C-3— It is very easy to spend the money that is in 
your pocket, but the moment you realize that you 
have to go to the bank and deprive yourself of those 
dollars and the interest they have earned, you will 
hesitate. 

Form No. 103. 

C-4— The law prescribes what investment securi- 
ties a savings bank may purchase, but the law per- 
103 



ROTHSCHILD'S BANK ADVERTISING 

mits the individual to spend his money as he sees fit. 
That is why the savings bank is safe. 

Form No. 104. 

C-5 — Loss by fire, through burglary, and through 
mistakes occurs every hour to somebody. The sav- 
ings bank depositors alone are safe. 

Form Xo. 105. 

C-6 — Our bank keeps its money and its securities 
in burglar-proof and fire-proof vaults. A time-lock 
makes possible the opening of the doors of these 
vaults only during the regular banking hours. 

Form No. 106. 

C-/ — We always keep on hand a large monetary 
reserve so that every demand made upon us can be 
met promptly. 

Form No. 107. 

C-8 — The securities in which the funds of this 
bank are invested have been purchased according to 
legal requirements, and they are always worth the full 
amount invested in them, plus the accrued interest. 

Form No. 108. 

C-g — Each year a large part of the earnings are 
turned back into tke surplus fund. 

Form No. 109. 

C-10 — No matter what the general conditions have 
been, our bank has always paid its obligations in full, 
and can do the same in the future. 

Form No. no. 

C-11 — Keep your money on deposit where you can 
feel satisfied that nobody can take it from you. 
Form No. in. 

C-12 — No matter what you do with your money, 
the first necessity is to kno\v that it is secure. It is 
this absolute security that we offer you. 

104 



SOLICITATION OF SAVING ACCOUNTS 

Form No. 112. 

D-i — Instead of spending the money you do not 
need today, put it into a savings account, because you 
may need it tomorrow, next month or next year. 
Form No. 113. 

D-2 — The savings account is the most secure kind 
of insurance on the future. It is a guarantee that you 
will be taken care of during the days and years to 
come. 
Form No. 114. 

D-3 — Human progress has been based on that far- 
sightedness that contemplates future needs and pre- 
pares for them. This is the secret for the success of a 
savings bank. 
Form No. 115. 

D-4 — In everybody's life at least one good oppor- 
tunity comes. The savings account has been the 
means of permitting millions of people to seize their 
opportunities. 
Form No. 116. 

D-5 — The savings account is the guardian of your 
future, and it will create success for you only in accord 
with what you do for it. 
Form No. 117. 

D-6 — Consider your savings account as an invest- 
ment that is earning money for you, and that can be 
turned into cash instantly. 
Form No. 118. 

D-7 — Eventually we must all meet the common 
end, and by leaving money to those dependent on you, 
you assist them in working out their own success. 
Form No. 119. 

D-8 — Every dollar you lay away today means that 
same dollar plus interest for you some time when you 
will need it the most. The men who own manufac- 
turing plants, railroads, office buildings, etc., got their 

105 



ROTHSCHILD'S BANK ADVERTISING 

start by looking into the future and preparing for it. 
Form No. 120. 

D-9 — You, nor nobody else, knows what the future 
is going to bring forth, but with money you could 
take care of a large part of its requirements. 
Form No. 121. 

D-10 — The more persistently you build up your 
savings account, the more confidence you are going- 
to have in yourself and in the future. 
Form No. 122. 

D-11 — The savings account is the means of mak- 
ing possible your own control of the future. 
Form No. 123. 

D-12 — Every dollar you lay away now in your sav- 
ings account will bring you its full measure of hap- 
piness and success later on. 
Form No. 124. 

E-i — A few dollars would not be sufficient for any 
sort of valuable investment. The savings account is 
a means of accumulating these dollars until you have 
many of them, which you can then invest to advan- 
tage. 
Form No. 125. 

E-2 — Sometimes $500 or $1,000 will establish you 
in a profitable business. Instead of waiting until you 
make that amount in a lump, pile it up dollar at a 
time, and you will be surprised how rapidly you will 
accumulate it. 
Form No. 126. 

E-3 — Today you may know of some farm or city 
property or some store, the possession of which would 
make money for you. There are just as good oppor- 
tunities awaiting you in the future, and the best way 
to prepare for them is to begin to save today. 
Form No. 127. 

E-4 — It may surprise you to learn that the people 

106 



SOLICITATION OF SAVING ACCOUNTS 

who own the big industries of the country are those 
who started savings accounts in a small way to learn 
the value and possibilities of money. 

Form No. 128. 

E-5 — With money compounding at 3 per cent, a 
year, you have an incentive to save more, and before 
you realize it, you own several hundred dollars, or suf- 
ficient to give you a start in some line of business 
where you can succeed. 

Form No. 129. 

E-6 — People who have made their money on mort- 
gages and other investment securities had to have 
enough for the original investment, and a savings 
account is the quickest and safest means of accumu- 
lating these sums. 

Form No. 130. 

E-7 — Every dollar in the world is just as impor- 
tant as any other dollar. If it is squandered it goes, 
never to return; but if it is saved, it soon assists in 
piling up an independent fortune. 

Form No. 131. 

E-8 — If every person in the United States would 
save $1.00 a week, they would own $4,680,000,000.00 
at the end of the year, or one and one-half times all 
the money in actual existence in this country. 

Form No. 132. 

E-9 — The saving of money enriches its possessor, 
and helps keep up the commercial system upon which 
we all depend. 

Form No. 133. 

E-10 — Instead of looking for enormous profits now, 
start a savings account and see how this form of 
investment pays. 
Form No. 134. 

E- 1 1— You must get your start by saving your 

107 



ROTHSCHILD'S BAXK ADVERTISING 

original dollar. This first dollar dictates the amount 
of your success. Begin today. 

Form Xo. 135. 

E-12 — After you have saved a few hundred dollars, 
you can soon begin to increase rapidly, and no mat- 
ter how little you earn, you can look forward to the 
time when you will be independent. 
Form Xo. 136. 

F-i — The best habit in the world is the saving of 
money. It makes its possessor independent of other 
persons, and assured of a liberal degree of success. 
Form No. 137. 

F-2 — Once you begin to save you go at your work 
with new vim and greater determination. 
Form No. 138. 

F-3 — Saving money makes you economical in other 
directions and gives you more to save. 

Form No. 139. 

F-4 — The wealthiest people in the world under- 
stand the full value of every dollar in their possession. 
Saving and investment are the greatest educators in 

this direction. 

Form No. 140. 

F-5 — When }*ou are the owner of a savings account, 
you are better able to determine what you need and 
what you do not need, because your surplus will be 
added to your savings. 
Form Xo. 141. 

F-6 — "While the dollar in itself will purchase but 
little, these dollars piled one upon the other soon 
amount to an independent fortune. 
Form Xo. 142. 

F-7 — When you have to draw money out of a bank 
to spend, you soon begin to calculate the advisability 
of spending it. 

108 



SOLICITATION OF SAVING ACCOUNTS 

Form No. 143. 

F-8 — The knowledge of possession gives you the 
feeling of greatest security and it imbues you with 
broader confidence in yourself. 
Form No. 144. 

F-9 — If you save only twenty-five cents a day, this 
sum in five or six years, plus interest, will give enough 
money to start in some line of business. 
Form No. 145. 

F-10— Saving $1.00 a day for ten years would give 
you enough to invest in some business that would 
insure your living and a liberal surplus. 
Form No. 146. 

F-11 — You must work with some object in life, and 
whatever that object is, it can be promoted through 
the saving of money. 
Form No. 147. 

F-12 — The longer you postpone starting your sav- 
ings account, the harder it is going to be to bring 
yourself to this wholesome idea of thrift. 
Form No. 148. 

G-i — If you are to educate yourself in a line of 
business in which you could make money (no mat- 
ter what it is) a savings account aids you in realizing 
a success. 

Form No. 149. 

G-2 — Once you begin to study the value of every 
dollar you save, you soon learn to distinguish between 
value and lack of value in everything else. 
Form No. 150. 

G-3 — The possession of money gives you a credit 
standing, and it teaches you how to gauge the value 
of business and securities. 
Form No. 151. 

G-4 — After you have saved your hard-earned dol- 
109 



ROTHSCHILD'S BANK ADVERTISING 

lars, you are going to be careful to investigate every 
scheme and opportunity that presents itself to your 
consideration. 
Form No. 152. 

G-5 — Beyond the actual value of the dollars you 
accumulate in a savings account is the worth of under- 
standing how you can best use that money. 
Form No. 153. 

G-6 — With a savings account to spur you on, you 
soon get into the habit of studying ways and means 
of increasing your income and surplus. 
Form No. 154. 

G-J — Once you begin to save money and have it 
out at interest, you stop to think and figure its rela- 
tionship to time. 
Form No. 155. 

G-8 — When you have learned that one penny a 
day amounts to S3. 65 in a year, and then calculate 
what you can do with the $3.65, you soon realize 
what it means to lay away even Si. 00 at a time. 
Form No. 156. 

G-9 — The saving of money not only teaches you 
many valuable things, but it also educates those who 
are dependent on you and who are interested in your 
thrift. 
Form No. 157. 

G-10 — The best way to learn the full value of 
money is to open a savings account, and add to it lit- 
tle by little. 
Form No. 158. 

G-11 — Whenever you look in your pass-book and 
see what you have saved, you begin to estimate the 
relationship of that saving to the time involved. You 
then see that it is necessary to be economical and 
thrifty through the remaining days of your usefulness 
if you are to enjoy old age. 



SOLICITATION OF SAVING ACCOUNTS 

Form No. 159. 

G-12 — Once you have a savings account, you are 
always inclined to postpone the things that are not 
best for you. This postponement extended over a 
few years means mastery in the end. 
Form No. 160. 

H-i — When you talk about prosperity or hard 
times, consider how each one affects you independent 
of the community at large. 
Form No. 161. 

H-2— The world will help you only as you help 
yourself — and you must learn not to rely too much 
on general prosperity. The savings account is the 
best kind of assurance of your own success. 
Form No. 162. 

H-3 — If the time comes when you wish to estab- 
lish in business for yourself, have a savings account 
that will supply all the capital you need and then you 
will not have to earn money for others. 
Form No. 163. 

H-4 — The possession of a savings account makes 
you independent of your friends, and gives you the 
full value of your own energies and labors. 
Form No. 164. 

H-5 — To yourself, and to those dependent on you, 
you owe a debt that can be paid best by the measure 
of your own success. This depends upon what you do 
with your surplus dollars now, and a savings account 
with compound interest opens a channel for your 
speedy and permanent progress. 
Form No. 165. 

H-6 — You have a certain amount of resources 
within you, and you can develop these by storing 
away a part of what you earn. 
Form No 100. 

H-7 — Getting along in the world is the big prob- 



ROTHSCHILDS BANK ADVERTISING 

lem that everybody tries to solve, and its solution is 
reached by those who have money, and that money 
earning interest for them. 

Form No. 167. 

H-8 — Some people earn a great deal and save noth- 
ing — and others earn little and save much. By stead- 
ily accumulating the dimes and the dollars you can 
soon outclass those who earn more. 

Form No. 168. 

H-9 — No matter what others have to say, you 
alone will be responsible for your own success and 
your future, and learning how to save dollars is the 
one foundation from which to build. 

Form No. 169. 

H-10 — To be able to meet each day with a new 
purpose and firmer determination, is the safest way 
to get along, and if you have saved just a little each 
day, you have more vigor for tomorrow. 

Form No. 170. 

H-11 — Every time you bring a few dollars to this 
bank to be added to your savings account, the feel- 
ing of independence and prosperity grows upon you. 

Form No. 171. 

H-12— Build up for your own success and pros- 
perity. Save as much money as you possibly can. 
Educate yourself for greater things by keeping track 
of the small things of today. These things are pos- 
sible through opening a saving account and adding to 
it continuously. 

The above paragraphs, ninety-six in number, can 
be used as the basis for argumentative literature, 
whether in the form of letters or folders. These are 
fundamental statements and arguments to which you 
may wish to add many of the pertinent truths about 



SOLICITATION OF SAVING ACCOUNTS 

your own institution. They constitute telling gen* 
eralities, and their object is to make people think. 

It is the art of training thought in certain chan- 
nels. The bank has myriads of competitors. Every- 
body in business, whether it be legitimate or illegiti- 
mate, is endeavoring to induce other people to part 
with their money. Once the bank becomes an educa- 
tional factor, it is then something more than a junc- 
tion point for the transfer of money. 

The bank is hedged in by statutes and is compelled 
by the law to operate along well-defined lines. A 
mail-order house, the promoter, and the purveyor of 
other commodities and fancies have a much broader 
field in which to make their promises and their induce- 
ments. 

The bank is even restricted in its number of argu- 
ments, because at all times it is obliged to adhere to 
the truth. On the other hand, by dwelling upon facts 
and never deviating from them, the bank must finally 
have the best of the argument because it is backed by 
human experience. 

A banking house, therefore, is a sort of post-gradu- 
ate college, and through it people should be told how 
to conserve their energies and make the best of their 
time and efforts. This applies especially to a savings 
bank that is fostering the thrift and endeavor of the 
land. The more educational this class of advertising 
becomes, the more success will naturally attend it. 
This set of savings bank paragraphs, then, is intended 
to achieve this object — education. 



"3 



Savings Bank Folders. 

Accompanying the letters soliciting savings ac- 
counts should be folders or booklets to further carry 
the argument of the advisability of thrift. A cam- 
paign of this nature being educational, must deal with 
fundamental truths. There may be many specific 
things that the bank can say about itself. Some exam- 
ples of this latter class will be given later. 

The last page of each folder or booklet should con- 
tain a condensed form of the most recent statement of 
the institution, and a comparative table, where the 
growth has been marked over a period of a few years, 
would also add to the argument of solidity. While, pri- 
marily, a bank depends for its patronage on confi- 
dence, it can further its business interests by getting 
people to think along the lines of economy and the 
saving of a surplus. In this connection, it is well to 
bear in mind that the get-rich-quick frauds operate on 
identically the same principle; but instead of being 
fortified by the truth, they construct all of their argu- 
ments from false premises. To instill confidence and 
to germinate a lust for money have always been, and 
will always be, the two guiding influences in inducing 
men and women to part with their money. 

The get-rich-quick fraud influences wage-earners 
and a good many business and professional people to 
take for granted that their capital is always safe. The 
promoters of these schemes rely on instilling further 

114 



SAVING BANK FOLDERS 



belief in earning possibilities beyond this accepted 
safety. 

The bank, and particularly the savings institution, 
should resort to the same form of argument, except 
that the bank is backed by logic that will withstand 
rigid investigation. Without insinuating any lack of 
monetary value on the part of those approached, adver- 
tising matter for banking houses can still argue profit- 
ably about the desirability of laying away money 
against the proverbial rainy day. 

These folders may be printed in 4, 6 or 8-page form 
to either fold or to be saddle-stitched as booklets. 
Following these brief forms will be more extensive 
copy that can be employed for 8, 12 and 16-page book- 
lets. Some of these may be set in 8 pt. type to fold 
conveniently for the ordinary-sized envelope. Others 
may be 10 pt. type to fit a larger envelope. Where 
covers are used, the title may be printed on the cover 
and again repeated at the head of the story itself. 
Form No. 172. 

Save Today — Invest Tomorrow 



The earning possibilities of the average person 
ordinarily begin before twenty years of age, and sel- 
dom continue after the fiftieth year. This means 
thirty years of possibilities, which is, in fact, well 
above the average. Figuring 300 days to the year, 
this means 9,000 days in which the most fortunate can 
hope to lay away enough to take care of their depend- 
ents, and to make their own declining years more 
enjoyable. 

The average person usually persistently postpones 
the habit of saving. He permits the years to pass 
heedlessly by, and each day marks one day less of his 

115 



ROTHSCHILDS BANK ADVERTISING 

life and his possibilities. Sometimes one's earning 
rate is so small as to make impossible the saving of 
any considerable sum of money. Again, when one is 
prosperous, one naturally feels that that condition of 
prosperity will continue, and that today's pleasures 
are judicious and legitimate, although often at the 
expense of innumerable tomorrows to come. 

Perhaps right now there are many men and women 
who would find the saving of even $1.00 a week dif- 
ficult — and again, when fortune smiles on them, they 
can save $1.00 a day, or more. 

Let us say that the average during this thirty years 
is $1.00 a day. This money could easily be expended, 
because it would amount to practically only $25 a 
month. And yet the $300 laid away the first year 
increases to $309 with 3 per cent, interest, and to more 
than that when the interest is compounded semi-annu- 
ally at the rate of i J / 2 per cent, every six months. 
This money laid away with 3 per cent, interest, and 
compounded, very soon amounts to an enormous per 
cent, on the original savings. 

At the rate of 3 per cent, per annum, compound 
interest, money will double in approximately 23^ 
years. Therefore, in that time, the original $300 has 
added another $300 to itself. In a period of ten years 
at 3 percent, compound annual interest, the interest 
itself has amounted to 34 per cent, of the original 
sum. At this same rate, $1.00 will amount to $16.25 
in one hundred years, which illustrates how the great 
fortunes of the world have been made. 

Money laid away in a savings bank is rendered 
safe by banking practice and by law. Its earning rate 
of 3 per cent, a year does not look large when com- 
pared with the promises held out by many speculative 
offers. Nevertheless, it is large because it is secure 
and persistent. In addition to that, the person with a 
bank account has the pleasure of seeing it grow, and 
learns how to save. 

The man with an income of $25,000 a year says thei 
116 



SAVING BANK FOLDERS 



same things that are uttered by the man who gets 
$600 a year. Both of them say, "I need every cent 
I can get hold of, and am unable to save." This 
means that one of the most widespread human faults 
is to spend all the money one makes. It also implies 
that the art of saving does not depend upon a large 
income so much as upon the habit of saving itself. 
There are corporate heads who receive $50,000 a 
year, and who are actually in debt at the end of the 
year. There was a time when an income of $2,000 
annually looked large to them, and they could have 
saved money out of it. 

The habit of spending one's substance grows grad- 
ually with most people. An initial start of $1.00 in 
a savings bank looks insignificant, and yet such fi- 
nancial giants as John D. Rockefeller started in ex- 
actly that way. To know that every dollar added 
immediately begins to earn a definite rate of interest, 
which sum would be sufficient to give a modest in- 
come, is to have a very definite reason for beginning 
to save today. 

Then we find the further reason of not knowing 
what the future has in store for us. Sickness, business 
depression, and a thousand other things may cost a 
few hundred dollars. Even less than $100 may bridge 
the gap and give the possessor of that savings account 
a new start. 

The person who spends freely has plenty of friends, 
but the individual forced to borrow has no friends. 
Thrift must be cultivated just the same as learning a 
trade. It should become a part of every person's edu- 
cation. The dimes, quarters, halves and dollars soon 
total into enormous sums, and compound interest is 
as safe and dependable as the rising and the setting 
of the sun. It doesn't look so large in the beginning, 
but time passes quickly and with the passing of time 
compound interest displays its strength. 

Begin to save today, even if your initial account 
is only $1.00. Don't be ashamed to bring it to this 
117 



ROTHSCHILD'S BANK ADVERTISING 

bank— because if we are willing to ask you to start 
an account with $1.00, you should be just as willing 
to begin in that way. Experience has taught us that 
many of the most prosperous despositors of this in- 
stitution started with the solitary unit of $1.00. This 
beginning taught them how to save, and the person 
who learns how to save eventually learns how to make 
money. Begin NOW! 

Form No. 173. 

Train Your Mind Toward Thrift 



Life's progress is confined largely to learning how 
to do things. The greatest athlete was once an in- 
fant unable to control its muscles — but by doing some 
new thing each day, the time came when perfection 
was attained. The boy who becomes a mechanic's 
apprentice doesn't know one tool from another, but 
by constant application, study and work, he passes 
beyond the stage of operating a plane or a lathe, and 
becomes an engineer who thinks out plans for the 
construction of some gigantic bridge or water works 
or battleship, in which millions of dollars are invested. 

There was a time when that same engineer had 
to learn how to add two and two. Saving is simply 
one form of education, and it is one of the most 
vital kinds of education in the world. The person 
who sells labor, or thought, or talent, or goods, has 
to figure his time and his efforts on the basis of the 
dollar. The dollar is the medium for all other classes 
of commodities- — and of all commodities labor is the 
greatest. 

This means that the person who learns how to 
save has attained that point where he knows how to 
secure the most out of his efforts. When he looks 
at his pass-book he appreciates exactly what was nec- 
essary for the saving of every dollar shown in the 
numerals therein. With this knowledge he acquires 

118 



SAVING BANK FOLDERS 



the ability to gauge the value of a dollar, and he be- 
comes better in business or in any branch of labor. 

The man or woman who hesitates about starting 
a savings account with so small a sum as $1.00, forgets 
that the $1.00 represents as much to that individual 
as one million dollars would represent to a large cor- 
poration. The moment a person has taught himself 
how to set aside a certain surplus, that very minute 
he has learned to gauge his actions and his re- 
quirements to harmonize with the given end. There 
must always be some definite goal toward which a per- 
son works. The way science has progressed has been 
through starting out to prove something. By doing 
this, scientific men and women have investigated, and 
perhaps they have proved something entirely different 
from that which they expected. Still, they kept in 
view a very clearly-defined object, and toward that 
object they persistenty labored. 

A man or woman, boy or girl, may set out with 
the intention of making $25,000, or $100,000, or even 
$1,000,000. No matter how unreasonable the sum may 
be, the chief object still exists, and this is the ambition 
to attain a certain point. The chief fact to keep in 
mind is that. the person who saves money has made 
up his mind to set aside so much, which later he may 
increase through the judicious investment of what he 
has saved. But whether the man has $5,000 or $1,000,- 
000, it must represent a certain multiple of one-dollar 
bills, and each dollar is made up of dimes and pennies. 

Learning how to save the small sums makes pos- 
sible the setting aside of the larger amounts. The 
best business men in the world have agreed that their 
hardest work was saving their initial $100. 

They never seemed able to get beyond that amount. 
But the reason they eventually saved more and more 
was because they took pencil and paper and computed 
their running expenses as related to their income. 

This taught them how to cut down a needless 
expense here and a foolish luxury there. Beyond 
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ROTHSCHILD'S BANK ADVERTISING 

that, they became ambitious to save money, and this 
led them to spend more time in study and thought. 
This truth makes the savings account the school of 
success. It opens a way for establishing the equilib- 
rium between income and outgo. It teaches how to 
increase the income, because an ambitious person is 
eventually going to learn how to do better and make 
more money. The savings account gives life an object, 
and everything must have its objective point if it is 
going to succeed. 

Form No. 174. 

How to Save Money. 



We are going to tell you a little story that can be 
applied to any man or woman, boy or girl in the land. 
It is based on facts as old as the world itself, and we 
want you to read it and think about it and apply its 
principles to yourself. 

John Smith was a working man who had no special 
trade and who had never had a great deal of educa- 
tion. His small income was barely sufficient to meet 
the needs of his family. He could look ahead one year, 
or ten or twenty, and see nothing better in view for 
him. His growing boys and girls needed the educa- 
tion and the opportunities that he had lacked. His 
commonplace regard of life compelled him to accept his 
own destiny as final, but his ambitions led him to 
endeavor fo do better. 

Every time he saved a few dollars, some additional 
needs came on and wiped out his surplus. For a long 
time he had the ambition to save, without the money 
to realize his dream. This ambition got him to think- 
ing and that started him to studying. 

Wearied by the labors of the day, he had little time 
to improve his mind at night, and the few minutes 
that he could spare were devoted to the study of me- 
chanics. Everything that he learned was acquired by 



SAVING BANK FOLDERS 



the hardest kind of effort, because his mind had not 
been trained to assimilate that knowledge. That very- 
fact made him learn things thoroughly, and within a 
couple of years he had taught himself enough to be of 
value to a manufacturing concern at a wage in excess 
of what he had received as a laborer. 

With this start, he continued to learn more and 
more about the business he had selected, and his ambi- 
tions were so well founded that he soon began to real- 
ize his dreams of a savings account. He found that 
his children needed much more money to fit them for 
life's struggles as they grew older, and he was able to 
save little more than he received for his overtime la- 
bors. But with the determination in his mind, he con- 
tinued to progress and become more valuable to the 
corporation employing him. As the contents of his 
pay-envelope increased, he was able to place money in 
the savings bank — until from a few hundred dollars 
his account grew to a few thousand. 

With the object of making and saving money in 
view, he was not contented merely to be a competent 
mechanic. He wanted to learn how that big organiza- 
tion bought its materials and sold the finished prod- 
ucts. In a few years, he had acquired the mastery of 
his own work so well he became foreman of the plant. 
All the time he had worked with one goal in sight, 
which was the accumulation of money. He was able 
to purchase a home, which represented a definite pos- 
session. Later, he essayed to go into business for him- 
self, opening a machine shop. He had small capital, 
but he knew his business thoroughly, and from a small 
start he gradually built up a business enterprise that 
gave him a profit of several thousand dollars a year. 

This habit of saving John Smith had acquired when 
he was a laborer, moved him to learn exactly how 
money should be invested and spent. More than that 
—it taught him how to give his children practical edu- 
cations, which he perhaps would not have done if he 
had not possessed a practical working knowledge him- 



ROTHSCHILD'S BANK ADVERTISING 

self. The business of John Smith eventually employed 
a great many men, and the time came when his was a 
rival corporation of the one he had originally worked 
for. 

The world is filled with a great many John Smiths 
who claim they never have a penny to save. The truth 
is they have never taught themselves how to save, and 
they have never come to the realization that making 
money and saving it are so closely related that they 
are practically the same thing. A man who makes 
$50,000 a year and spends it, getting less out of life and 
ending broken in health, is not as progressive as the 
man who makes $2,000 a year and saves part of it. A 
large income means nothing if it represents no surplus 
and no progress. 

There are in the United States today tens of thou- 
sands of working people receiving from $15 to $25 a 
week and bringing up families, who have more to show 
at the end of ten, or fifteen, or twenty years, than the 
high-salaried corporate official. He has spent every 
cent he has made and has gone into debt as well, while 
they have established themselves in business of some 
kind, have a few thousand dollars out at interest, and 
have learned how to make enough money to continu- 
ously add to their surplus. Their surplus has not 
been expended foolishly on needless things, but has 
been invested in something that does them good and 
helps the industrial world along. 

You can never save money until you have made a 
start, and you are imbued with the ambition to get 
along. Start with a little and study your own situa- 
tion. Learn how to spend money and you will soon 
learn how to make it because you are starting out 
with the idea in your mind that you are going to learn 
how to do things better and make yourself more valu- 
able. 

These truths have been back of the progress of 
everybody who has piled up a fortune, and while it is 
true that only a comparative few can make fortunes, 



SAVING BANK FOLDERS 



it is also true that many can make something worth 
while. 

Do not wait until next week or next month or next 
year, but start today. Begin with $1.00 if you can't 
open your savings account with $5.00 or $10.00 — but 
begin. 

Form No. 175. 

To Invest Wisely, Learn How to Save. 



The investment of money calls for a knowledge of 
money and its uses. There are only two classes of 
investment that should be considered by any person. 
The first class has to do with some line of business 
that person understands thoroughly, and knowing it 
he takes no chance of being defrauded. 

The second class is that line of securities that expe- 
rience and the law have made safe. It is true that 
now and then a legitimate line of business will make 
50 or 100 per cent, a year, but it is also true that once 
this earning rate has been acquired, there is open the 
necessity of heavier investment and that the average 
interest rate on preferred stocks and bonds is around 
5 per cent. 

No person who has not learned how to save money 
is competent to say that he understands how to invest 
it. Now and then a large sum may be saved through 
some fortunate turn in business. This money having 
been acquired easily, is frequently parted with just as 
readily. 

Ever since money was invented as a necessary 
means of barter and exchange, there have been specu- 
lations devised for the snaring of the unwary. It is 
a well-known fact among promoters of fraudulent 
schemes that the more unreasonable and impossible 
their propositions are, the more easily they are floated. 
This is because their victims have never studied the 
one reason of saving money. 

123 



ROTHSCHILD'S BANK ADVERTISING 

First of all, the object of money is to supply a sum 
for the continuous use of legitimate purposes. 

Second, every dollar laid away represents a defi- 
nite amount of time and labor on the part of the per- 
son saving it. The time consumed has passed for- 
ever, and the small surplus amount set aside from 
those efforts represents the one tangible asset that the 
labor has secured. 

Third, if the dollar saved represents two days or 
one day of application to work, that dollar should not 
be parted with for any investment until the facts are 
absolutely known. To save properly, one must study 
and analyze the reason he has saved that money. He 
has undergone a certain privation in setting that sum 
aside, and he should be careful not to be deprived of 
his capital through too hasty judgment. 

There are many excellent investments that are ab- 
solutely secure, and by setting aside a dollar or a few 
dollars at a time, the possessor eventually has enough 
money to invest in some of these larger earning securi- 
ties. When he saves $500, he can buy a bond that 
will yield him 4 or 5 or possibly 6 per cent. If he 
needs money at any time after his investment, he 
can take this bond to his bank and borrow money on 
it, and the interest he receives on his investment will 
about offset the interest he has to pay the bank. 

Many a business man whose weekly overhead is 
$1,000 has been able to tide over a stringent period by 
the possession of a solitary $1,000 bond. He was able 
to go to the bank and borrow money on it because it 
had a definite market value. Many business firms 
and corporations appropriate a definite part of their 
earnings to be invested in gilt-edged securities. Dur- 
ing prosperous times they accumulate a large num- 
ber of bonds that are earning a definite rate of inter- 
est for them. Then a dull period comes on — perhaps 
a panic arrives when the banks are very careful about 
lending money because they must protect their depos- 
itors, but any of these banks will not hesitate a minute 
124 



SAVING BANK FOLDERS 



about lending money on good securities, and the large 
investment in the business is safe through having 
bonds on hand upon which the necessary money can 
be realized. 

The individual works along practically the same 
lines. A man or woman who- saves money becomes 
a sort of financial manager for the household. The 
savings make possible the tiding over through bad 
times, and having learned how to save, that person 
or that family is able to again start in and accumu- 
late money when things have brightened. 

On the other hand, there are thousands of worth- 
less stock issues upon which no bank in the land 
would lend a penny. Some of these investments are 
large, and the price itself was never secure because 
the companies issuing those stocks or bonds had no 
tangible assets behind them. 

One instance that would illustrate the point is of 
a mining company operated in Mexico. The invest- 
ment had totaled about $30,000,000. The operations 
had not opened ore in paying quantities, and when 
the company failed, its total assets that could be real- 
ized on amounted to less than $200 y These assets 
consisted of the office furniture. 

The person who saves properly, and understands 
why he saves and appreciates the value of the money, 
will never buy a stock or a bond that he doesn't thor- 
oughly understand. He finds out what is specula- 
tion and what is investment. He distinguishes be- 
tween false promises and security. He realizes that 
he alone, through effort and privation, has made this 
money and that he must be selfish enough to not part 
with it until he knows absolutely what he is buying. 

The man who understands horses can buy and sell 
them and make money. That doesn't say that he 
knows anything about the making or selling of silver- 
ware or buying a mining property. The way to learn 
how to invest is to learn how to save, but generally 
investment is only another phase of saving. Saving 
125 



ROTHSCHILD'S BANK ADVERTISING 

itself consists of principal and interest. It is true that 
the money locked away in some secret drawer or box 
is money saved, but from the very fact that the money 
was hoarded we must arrive at the conclusion that the 
person who saved it in this manner never learned how 
to make that money earn more of its kind. A sav- 
ings deposit is the universal start on the road to 
investment for all classes of people. 

Bring only $1.00 if you have no more and open 
your account, and you will soon find that you are add- 
ing many dollars to it, and that all of this money is 
earning interest at the rate of 3 per cent, annually, 
compounding twice a year — the first of January and 
the first of July. We pay interest from the first of 
the month on all money deposited before the fifth of 
the month, and this money can be withdrawn at any 
time; but the longer it is left with us the stronger is 
the ambition to save and the larger becomes the inter- 
est compounding twice each year. 

Saving money is not only the most commendable 
habit of all, but it is likewise the most educational, 
and above and beyond all else is the fact that the 
best time to begin is TODAY. 

Form No. 176. 

What Compound Interest Means. 



Just what money amounts to in a savings account 
at compound interest is something that every wage- 
earner or business man or woman should understand. 

Simple interest is the payment of a given percent- 
age for a stipulated period. The simple interest of 3 
per cent, on $1.00 for a year amounts to three cents. 
Compound interest is the payment of a given interest 
rate on the principal and the accumulated interest. 

The sum of $100 deposited in a savings bank at 3 
per cent, simple interest would amount to $103 at the 
end of the year. If the $3.00 were withdrawn, the 

126 



SAVING BANK FOLDERS 



principal would accumulate the same sum the second 
year. By adding the interest to the principal, both of 
them draw 3 per cent, the ensuing year. Thus at the 
end of the second year, the principal and the interest 
at 3 per cent, would then total $106.09 instead of $103. 
In thirty- three years and four months, money will 
double itself at simple interest at the rate of 3 per 
cent., but by compounding that interest the amount 
will double itself in 23.45 years. 

Once more — $1.00 at simple interest at the rate of 
3 per cent, for 100 years would amount to a total of 
$4.00 with principal and interest, but the same rate 
at compound interest would amount to $19.25. 

Compound interest explains how the world's larg- 
est fortunes were accumulated. Very often the inter- 
est rate on those fortunes was only 2 per cent., such 
as loans to governments. The value of a savings 
account, therefore, must consist of two things, which 
are: First, the value of saving money; and second, 
the cumulative earning possibility of that money at a 
regular interest rate. 

A savings bank does not and can not speculate 
with the funds intrusted to its care. The state laws 
clearly specify what uses are legitimate and what uses 
are illegitimate. The bank can lend money on ade- 
quate security, such as mortgages and other collateral. 
A savings bank is simply an institution for the busi- 
ness use of money, and pays what it can afford to pay 
for the use of the money deposited with it. 

The reason a savings bank can pay compound in- 
terest is because it has the added use of that interest 
as well as the principal, and considers the interest in 
the same light as a new deposit. For a few hundred 
or a few thousand dollars, a savings bank is a better 
depository than the ordinary good mortgage or bond. 
This is because the principal and the cumulative inter- 
est are always waiting the demand of their owner. 
The commodity dealt in is money, and it is not neces- 
sary to wait for the market to go up or down to get 
127 



ROTHSCHILD'S BANK ADVERTISING 

all that is due. By adding more money to your de- 
posit, you not only increase your actual capital, but 
you also add to the amount of money earned through 
compound interest. 

There is sometimes a certain risk required in mak- 
ing an investment, because the law does not require a 
corporation to be successful. In fact, the enterprise 
might absolutely fail, even though those in charge are 
honest. This means that compound interest paid by 
a savings bank is secure and that anybody may start 
an account with even a few dollars. The law safe- 
guards the depositor, while the law does not always 
safeguard the investor. 

Form No. 177. 

A Savings Account vs Hoarded Wealth. 



Money may be likened to a seed, which has certain 
germinating possibilities under given conditions. The 
seed must be planted in prolific soil if it is to grow. 
It must be given the benefits of moisture, sunshine and 
cultivation. 

IVIJoney that doesn't grow loses a large part of its 
value. A dollar may either be used to purchase some- 
thing outright, or to earn more dollars. If it is em- 
ployed purely for purchase purposes, its owner has the 
value of it only once. There are many reasons why 
money should not be hoarded, and there is no reason 
why it should be. 

Let us go into the subject and seek those reasons. 
In the first place, the total amount of money in the 
United States is a little over three billion dollars. 
That money must be used in the purchase of at least 
fifty billion dollars' worth of commodities and other 
marketable things. In order to achieve this object, 
the money must be kept in circulation. When it is 
laid away in a strong-box or in a hole in the ground,. 
128 



SAVING BANK FOLDERS 



that money is worth only its face value. It restricts 
trade to a very definite extent. 

When the same money is placed on deposit in a 
savings bank, that bank can use it to purchase munici- 
pal bonds or to lend money on mortgages or good 
securities of some kind, so that the money itself is 
used repeatedly by those who improve property and 
pay labor. Everybody benefits and the depositor is 
always secure and can have his money on demand. 

At the same time, the depositor is drawing his 
regular interest rate, which may be compounded by 
leaving both principal and interest in the bank. This 
means that the owner of the money has gained some- 
thing and business in general has gained something. 
The merchant sells goods not only because people 
need them, but because they have money with which 
to do the purchasing. Those who buy are working 
for wages or salaries because their employer has 
money with which to pay them, and their employer 
in turn sells goods because other people are making 
money and can buy those goods. 

The circulation of money is just as important to 
the life of business as the circulation of blood is to 
human life. If the blood remained absolutely stag- 
nant a few seconds, life itself would depart, and if 
everybody in the country hoarded his or her money, 
business would have to stop. 

There is just the right amount of money in cir- 
culation today. Too much money means a higher 
price for other commodities. It is even more danger- 
ous than too little money. Because of the dollars in 
circulation, the credit system is possible, whereby 
individuals and firms can transact a large part of their 
business on the foundation of promises to pay. These 
promises are in the forms of notes, bonds, good nego- 
tiable stocks, mortgages and other similar instruments. 

Now, we have told you that the total amount of 
money in existence in the United States is only a lit- 
tle over three billion dollars, or about $34 for ever}, 
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ROTHSCHILD'S BANK ADVERTISING 

man, woman and child in the country. To transact 
all the business in the United States requires twenty 
or thirty times that sum. The farm products every 
year amount to three times the total money in the 
country. The savings bank deposits and the commer- 
cial deposits amount to practically five times as much 
money as there is in the United States. 

This is because through the use of these dollars it 
is possible to operate on a credit system so that notes, 
mortgages and stocks and bonds can be employed as 
a foundation for business transactions, and are secured 
by a property other than money that has a real cash 
value. 

Farmer Reilly owns two hundred acres of land 
that, with improvements, are worth $30,000. Each 
year he produces $7,000 worth of grain, vegetables, 
fruits and stock on his farm. Farmer Reilly has a 
bank account of $1,000, but he owns bonds and mort- 
gages worth $12,000. More than that, the actual 
amount of money he has in his house is less than $50. 

In a word, here is a man worth $43,000, who is 
able to market $7,000 worth of necessary commodities 
every year, and yet, who has a cash possession of less 
than $50. 

Let us suppose that Farmer Reilly wants to buy 
another tract of land. He knows that in five years 
the earnings of his present farm will pay the prin- 
cipal and the interest. Mr. Reilly goes to his bank 
and says, "I want to borrow $15,000. I will give you 
a first mortgage on my farm, and will place in your 
possession these bonds that have a market value of 
$12,000." 

The interest on his bonds nearly meets the interest 
he has to pay on the borrowed money, and yet the 
$15,000 that he borrows remains in his hands less 
than twenty-four hours and, in fact, he never handles 
it at all. He gives a certified check to Farmer Jones, 
from whom he is buying the new piece of land. The 
reason Farmer Jones consented to sell his land is 
130 



SAVING BANK FOLDERS 



because his son is in the manufacturing business in 
the city and needs more capital to make a huge suc- 
cess. Even Mr. Jones doesn't actually handle the 
money, but he endorses the check over to his son's 
company, and receives $15,000 worth of good sub- 
stantial bonds in exchange. 

Jones, Jr., does not handle the money, but pays 
off $5,000 worth of bills that his company owes, and 
buys material and puts men to work on the construc- 
tion of an addition to his factory. He buys adver- 
tising space in the papers, and engages more sales- 
men to go on the road. 

The men to whom he has checked out his money 
are also dealing with other people on a similar basis. 
Within two months, that $15,000 has changed hands 
ten times, actually promoting the prosperity of the 
company to the extent of $150,000 in that short dura- 
tion of time. But if that same amount of money were 
hoarded, it would still have a value of only $15,000. 

It is useless for us to say that we are not depend- 
ent on other people. We have something to buy and 
something to sell all the time. We may sell our 
labor, whether knowledge or goods, but we sell some- 
thing. If a man is retired from active business, he 
can go out and buy something. He must purchase 
necessary commodities, and if he takes a trip around 
the world sight-seeing, he must pay certain sums to 
the railway and hotel companies. 

The truth is — none of us can get away from the 
need of the activity of capital. Each one of us is 
passing along a certain amount of money, either as an 
investment or an expenditure, and every person who 
handles that capital is enriched by a small margin. 
The agricultural fields, the forests, the mines, through 
human efforts and the judicious use of capital, con- 
tinue to give us new riches in the form of food, cloth- 
ing, lumber, iron, steel, copper and other things that 
are needed for the transaction of business and tHe 
requirements of life. 

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ROTHSCHILD'S BANK ADVERTISING 

Every one of us contributes to some extent, and 
through the activities of all, each of us is able to 
secure employment or profit in business. Every year 
the United States is becoming wealthier to the extent 
of hundreds of millions of dollars — and it is all because 
money, which is the symbol of labor, is kept in cir- 
culation either in the form of bank deposits and invest- 
ments, or through the purchase of goods or other 
labor. The merchant who makes money selling food, 
clothing, shoes, etc., spends a large part of that money 
for employing workmen. But once this activity is 
stopped or retarded, then everybody suffers. 

A savings account means that you are promoting 
your own interests and are helping promote the inter- 
ests of the entire country and. in fact, of the world. 
Everybody else who has a savings account is helping 
you in the same proportion by creating and maintain- 
ing established enterprises. 

Just turn these facts over in your mind and con- 
sider yourself a necessary part of the great commer- 
cial system, and then you will see that a savings bank 
deposit is important to you, and important to a great 
organization of business that can and does make you 
prosperous to some degree. 

The above folders or booklets, used in conjunction 
with the letters that preceded them, will help carry 
out part of the educational scope of the savings bank. 
Before outlining different advertisements, mailing 
cards, copy for folders, etc., and even before giving 
special savings bank forms for particular seasons or 
conditions, we wish to place before those banks that 
believe in this form of educational advertising a series 
of talks to counteract the efforts put forth by pro- 
moters of fraudulent or doubtful schemes, who are 
persistent, potent and unfair competitors of savings 
institutions. 

132 



How The Savings Bank May Combat 
Get~Rich-Quick Frauds. 

The amount of money squandered by wage-earn- 
ers and business and professional people in all man- 
ner of schemes that are intended to defraud or that 
are at fault in their aims and administration, runs up 
into so many tens of millions of dollars annually that 
the gross amount staggers even the most active imagi- 
nation. 

It is conceded by many of the oldest and most 
experienced bankers that once they put forth some 
radical effort to look after the personal fiduciary inter- 
ests of their clients, the depositors, they have forfeited 
part of their heritage toward the ruin. The banker is 
virtually a custodian of funds. He owes a certain 
debt to the stockholders and directors, a very emphatic 
obligation to his depositors and a debt to organized 
society. 

The get-rich-quick promoter circulates a very large 
part of his ill-gotten gains in channels that strike at 
the very tap-root of economics. He purchases wine 
and questionable pleasures and maintains an indus- 
trial froth that is not creative or productive of new 
wealth, that adds no value to that which it comes in 
contact with, and that very often acts as a hazardous 
drain on legitimate undertakings. Even beyond the 
moral phase of the situation is the fact that the get- 
rich-quick fraud is dangerous to industry. It pro- 

i33 



ROTHSCHILD'S BANK ADVERTISING 

duces a loss in dollars, and a shock in confidence and 
ambition that must always have a deteriorating influ- 
ence. 

Financiers have been obliged from time immemo- 
rial to consider the economics of life even beyond 
their primal struggle for personal gain. The large 
railway company may be badly overcapitalized. Its 
promoters may have received a compensatory reward 
for their efforts, that may be classed as unearned in- 
crement. But often in the face of this profit, whether 
it be right or wrong, is the unalterable truth that the 
corporation itself employs labor and assists in the up- 
building of the country. In spite of this so-termed 
over-capitalization, it makes money for other people 
through the better facilities it germinates and because 
of the opportunities it creates. 

People who earn money should be educated to a 
working knowledge of why get-rich-quick schemes 
should be avoided. The man or woman who would 
not place a dollar on the roulette table or on a horse 
race, might be tempted to risk hundreds or thousands 
of dollars in the stock of a mining company or oil cor- 
poration, unworthy land scheme or any one of thou- 
sands of other fraudulent enterprises that reach the 
common end. 

These depositors should be shown how honest 
men may be misguided in administering the affairs of 
enterprises that are based on something with which 
they are not familiar. If this money is to be in- 
vested, let it go into those securities that bring about 
some material betterment. 

The bank that will expend a nominal sum of money 

134 



HOW TO COMBAT GET-RICH-QUICK FRAUDS 

educating its depositors against these schemes, will 
often find it is repaid in actual money and real profit. 
Following are some suggestions for folders and book- 
lets that may be placed in the pass-books for the bene- 
fit of the present depositors, or that may be mailed 
to a list of those whom the bank officials hope to add 
to the list of their clients. 

These folders and booklets may be enclosed with 
other matter, thus saving increased postage, address- 
ing and envelope charges. With several thousand 
banks agitating persistently in the same direction, mil- 
lions of dollars would be saved annually for the depos- 
itors, and more profit would be realized by the banks 
themselves. Each banker should figure his attitude 
independent of all other banks, and with hundreds or 
even thousands of bank officials looking at the sub- 
ject in this light, a sort of unorganized propaganda 
of education is exploited and the good work is car- 
ried on. 

Form No. 178. 

Speculation and Investment. 



Everybody who earns a dollar is interested in mak- 
ing that dollar bring the largest possible returns. 
Money expended for necessities and current expenses 
may be said to be spent, in the accepted meaning of 
that term. Money that buys anything which will 
bring returns is said to be invested. 

Thus, while a piano may be an investment in 
recreation and pleasure, it is an investment only when 
the playing of it brings definite monetary results. To 
the teacher of piano music or the performer who 
receives compensation for his services, the instrument 
is an investment. 

i35 



ROTHSCHILD'S BANK ADVERTISING 

Investments then are of two general classes : The 
first of these is the thing purchased, plus the labor 
expended on it to bring returns. The second is the 
thing purchased which brings returns without the 
expenditure of labor on the part of the purchaser. 
Properly speaking, an investment is the employment 
of money in something that is secure and that will 
earn a profit. 

A speculation is the expending of money in some- 
thing or for something with a hope of making profit. 
While it is true that some enterprises were originally 
speculative, it is also true that the success of those 
undertakings depended upon the knowledge and abil- 
ity of the men at their head. But speculation is 
always more or less vague. 

To illustrate, a farmer who raises corn also raises 
cattle and hogs, which eat that corn and become 
larger, fatter and more valuable in the open market. 
While poor market conditions may mean a loss to 
the farmer, nevertheless he proceeds along investment 
lines. 

Let us say that a man buys options on hogs and 
cattle with a view to realizing a profit on a rising mar- 
ket that will go well above what he agreed to pay. 
If the market advances he makes money, but if it 
remains stationary or drops, he loses money. That 
man then is a speculator. 

Further, if a person risks money by margining 
stocks, wheat, corn, cotton or any other commodity 
with the hope of making a profit by either the advance 
or the decline of the market, according to whether he 
is a bull or a bear, he is a speculator. By the same 
token, if a person invests in a mining or oil company, 
a tropical plantation, a piece of land, a town-site prop- 
osition, an embryo industrial, or anything not thor- 
oughly established, that person is also a speculator, 
no matter what his opinion of the subject may be. 

We find that investment means the purchase of 
something outright or an interest in it, whether they 
136 



HOW TO COMBAT GET-RICH-QUICK FRAUDS 

are tangible assets such as property or the good-will of 
trade, to at least equal the total gross of the invested 
capital. The property of a manufacturing company 
may be worth, as a marketable thing, $100,000 — and 
yet it may manufacture goods that are sold at a net 
annual profit of $125,000. To equip the plant has cost 
$100,000, or perhaps a little more, and to establish 
the trade may have cost $100,000 — and yet the enter- 
prise is an investment proposition because its assets 
are a manufacturing plant plus established trade. 

Anything that is not established should always be 
considered as a speculation. The man or woman who 
risks capital in a projected proposition assumes a cer- 
tain risk which is very frequently 100 per cent, of the 
money involved. The investment must have a stated 
present value or security. To be of the right type it 
should also have a present definite earning rate. 

Speculation must be decided by future events, 
which are usually entirely beyond the control of the 
speculator. There are many propositions offered to 
trusting owners of money based 100 per cent, on the 
future. This is a hazard that very seldom works out 
to the financial profit of the speculator. 

Mining properties that through government loca- 
tions have cost but $200 are frequently put into cor- 
porations that cost $50 and form the basis of a $5,000,- 
000 proposition. Very seldom is there any tangible 
reason that ore will be found in paying quantities, 
and very seldom also is substantial effort put forth to 
do any actual mining or even development work. 

The Guggenheims have made fortunes in mining, 
but they have done so not by risking their money in 
trying to find ore, but by purchasing mines that have 
already been developed. This is a capitalistic pro- 
cedure applicable to 999 out of every 1,000 mining 
projects offered to the trusting public. 

What is true in this direction obtains with equal 
force in most of the other enterprises characterized as 
get-rich-quick. The person who has deposits in a 
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ROTHSCHILD'S BANK ADVERTISING 

bank should make haste slowly in risking that money 
in anything with which that individual is not abso- 
lutely familiar. It is very seldom that any of the 
original investment is ever recovered. No profits are 
realized. No bank will accept the stocks or bonds of 
these organizations as collateral. Worse than all else, 
false hopes are raised and the speculators who believe 
they have invested will depend on a means of income 
that will never reach the fruits of actuality. 

The government itself has expended enormous 
sums attempting to rout this nefarious ilk from its 
stronghold. The postoffice department has issued its 
fraud orders, denying mailing privileges to almost 
countless numbers. Others have been indicted by 
federal grand juries. 

The lure of easy money is so great, however, that 
hundreds and thousands of other similar promoters 
are ever springing up to fill the gap left by those the 
law has placed out of commission. These are facts, 
and facts are very stubborn things, indeed. 

Learn to investigate and to hesitate, because there 
are always good opportunities at hand which increase 
as the world grows older. 

Form No. 179. 

How Speculative Frauds Are Operated. 



The fraudulent scheme is always based on the old 
mirage of "something for nothing." The stocks and 
bonds, no matter what name they may operate under, 
that are floated by questionable promoters, are based 
on the fundamental theory that their market value 
will increase and that they will earn enormous returns. 

Once the speculator is imbued with these glitter- 
ing possibilities, the unscrupulous promoter is obliged 
to promise him returns beyond all reason. Once the 
speculator was content with a promise of 10 per cent, 
a year, and then he wanted 100 per cent, and eventu- 
138 



HOW TO COMBAT GET-RICH-QUICK FRAUDS 

ally 1,000 per cent. There was a time when he 
believed doubling his money would satisfy him, but 
now he wants ten, twenty and a hundred-fold. The 
promoter will promise him anything he wishes, and 
will often exceed his expectations, so far as prom- 
ises go. 

It would be impossible in a short booklet to cover 
all of the schemes of operation. Instead of attempt- 
ing to show which to reject and which to accept, it is 
far easier to keep in mind the principle that should be 
met with in every legitimate enterprise. We do not 
refer to the individual who personally is going to open 
a store or a business house. Our reference is to those 
people who part with their money and who receive a 
receipt or certificate of any type or description in 
return. 

The first principle of an investment must be safety, 
and this security can imply only one thing, to-wit— 
something of value equal to the investment that stands 
back of the money invested. M/any embryonic enter- 
prises look feasible because those who speculate in 
them do not understand the business well enough to 
see where the representations are wrong. 

Certain lines of securities may be depended upon 
to bring the full value of their investment plus a rea- 
sonable rate of interest. Only the most successful 
enterprises operate on a margin of 10 or 15 per cent, 
net. The more conservative always reinvest a part of 
their funds in the business, or hold the money as a 
reserve. Shares of stock that pay 10 per cent, this 
year, 2 per cent, next year, and 15 per cent, the year 
after, and nothing the year following that, are not 
acceptable in any bank as security for a loan. Their 
investment, which carries with it a negotiable instru- 
ment in the form of stocks or bonds, should have col- 
lateral security value. If a bank will not accept a 
security to safeguard a loan, that is because there is 
no market for that so-called security. 

i39 



ROTHSCHILD'S BANK ADVERTISING 

Certain lines of investments are also acceptable m 
any class of bank as collateral to secure a loan. These 
include municipal bonds issued by city governments 
that have a clean record and that have not overcap- 
italized the assessed value of their property and their 
resources. These bonds usually pay 3 or 4 per cent., 
and in some cases a little more. The stocks of suc- 
cessful corporations, whether large or small, are good 
securities. School districts and townships very often 
issue bonds that are desirable, if the conditions con- 
cerning them are right. Corporations both large and 
small also issue bonds, and with the assistance of a 
record of past performance, and where the business 
status of the organization can stand up under investi- 
gation, then those corporate bonds constitute good 
collateral. 

The natural civic and business growth in the 
United States constantly demands new capital for the 
extension of established business enterprises. If a 
city is going to make important improvements, it first 
secures the authority of the voters to issue the bonds. 
If a corporation is going to extend its plant or retire 
a maturing bond issue, it also issues bonds. 

The demand for money on the part of legitimate 
enterprises that employ labor and increase the value 
of their own and other property is always so great 
as to offer an ample field for the employment of cap- 
ital. First mortgages on good property are also re- 
garded as good investments. In the possession of 
every bank in the country there is a list of these safe 
investments, giving the current market values and all 
other pertinent facts pertaining to these propositions. 

The speculations which operate under the name of 
investments and should be shunned are those founded 
on propositions that still must be developed. The 
promoter may make claims of present values of earn- 
ings that are falsehoods. The owner of money should 
not take the word of any promoter, but should inves- 
tigate. By investigation we do not mean the mere 
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HOW TO COMBAT GET-RICH-QUICK FRAUDS 

writing of letters to references quoted by the pro- 
moter, because those are usually the names of his 
friends and cohorts, who will lie in his behalf, or who 
are falsely beguiled into believing in his honesty and 
ability. 

It should be borne in mind that the stocks of 
money-making mines and oil wells are already owned 
by investors, and that they are selling for their full 
market value. Many of these fraudulent enterprises 
even go as far as to establish their own stock ex- 
changes, where fictitious values are given to their 
shares and their bonds. Unscrupulous promoters will 
always imitate legitimate business men. Hence, the 
legitimate proposition often looks beggarly in com- 
parison with the claims put forth by some fraudulent 
promoter. 

There are certain channels of investigation con- 
ducted through banks, attorneys, and other reliable 
institutions and men, whereby the past records and 
the present performances of anybody in business may 
be ascertained. If you are in doubt, or if you do not 
understand absolutely what you are going into, ask 
your banker. He may dampen your ardor by telling 
you to keep away, but his advice is based upon his 
knowledge and means of investigation. 

It is also well to bear in mind that promoters of 
these nefarious schemes seek out the names and 
addresses of those having bank accounts. The most 
logical and natural thing for them to do is to ridicule 
the small rate of interest paid by the banking institu- 
tions. They have a fine line of argument, except viewed 
by those persons who understand. The very fact that 
the money you supposed is invested is undoubtedly 
irretrievably lost, should be sufficient reason for your 
course of action. 

Many times, we must admit, people who would 

raise capital for the exploitation of their schemes are 

honest and sincere. The cost of raising money on 

these "fry-by-night" enterprises is sometimes 60 or 

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ROTHSCHILD'S BANK ADVERTISING 

70 per cent, of the total amount received, and fre- 
quently not more than 5 or 10 per cent, of the money 
raised actually goes into the development and further- 
ance of the business itself. This places such a burden 
on the company that even if it made good it could 
never earn enough to give the stock the value desig- 
nated by its original selling price. 

The major portion of these schemers never even 
so much as intend to make good. While they may be 
more polite than the highwayman, they should still 
be classified in the same catalogue. Your banker is 
always ready to advise you, and it is far better that 
he be very conservative than disregard the business 
experience that has been gathered for years. The 
very fact that a few people have been successful and 
have garnered fortunes in the pursuit of these enter- 
prises should only make more emphatic the exception 
to the general rule. Business itself is not built in a 
day. It must be fed and nourished and promoted by 
the force of its virtue. 

Never confuse investment and speculation, and 
never speculate unless you are prepared to lose every 
dollar you risk. 

Form No. 180. 

The Lure of Sudden Wealth. 



Everybody wants to be more successful. Very 
few people are contented to wait. Having read and 
heard stories of the sudden realization of fortune, they 
set aside the rules of logic and common sense, and 
attempt to gain riches by the shorter route. 

One of the best ways to impress these truths upon 
you is to cite instances that have actually occurred. 
A large company operating in St. Louis in the early 
days of the 20th century, based its business on sell- 
ing certificates with the understanding that the money 
raised was to be used in betting on the rise and fall 
of grain in the speculative pits. 
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HOW TO COMBAT GET-RICH-QUICK FRAUDS 

When the company went out of business, it was 
learned that no effort was made even to gamble that 
which was received. The officials indulged in one 
long debauch, and yet their personalities were so pleas- 
ing and interesting they actually received the whole- 
sale endorsement of prominent and influential men. 

A western promoter secured several mining claims 
for a few hundred dollars on which considerable devel- 
opment had been done a quarter of a century before, 
The total money he spent was not over $500 in pro- 
curing the ground, incorporating, putting out his lit- 
erature and paying for his advertisements. He raised 
about $30,000, most of which was charged up to the 
sinking of shafts and the driving of tunnels that had 
been done twenty years before he ever heard of the 
property. 

A tropical plantation organization operating in 
Chicago, and promoted honestly by honest men, went 
bankrupt because none of the officials understood con- 
ditions down on the Isthmus of Tehauntepec, Mexico, 
where the plantation was located. One thousand 
acres had been planted to cassavas, which have long 
starchy roots from which tapioca is made. At the 
time of harvest it was found that moles had burrowed 
through the fields and utterly destroyed the crop. 
English planters on adjoining ground were successful 
because they understood the business and knew how 
to handle the conditions. 

A water-motor was invented to utilize the ordinary 
current of flowing streams without the aid of a dam. 
A model was made which worked perfectly. Consid- 
erable stock was sold, but when a full-sized machine 
was manufactured it was worthless. 

A few years back, another inventor perfected the 
idea of stopping locomotives and trains by turning on 
an electric current that would act as a magnet. A 
small model made to operate in an ordinary store-room 
worked perfectly. Large blocks of stock were dis- 

143 



ROTHSCHILD'S BANK ADVERTISING 

posed of. When a full-sized locomotive was equipped 
with the device, it did not operate at all. 

The two examples above are merely illustrations 
of the fact that models often operate perfectly, but 
the scheme is not feasible when applied to actual work- 
ing conditions. 

A land promoter procured numerous tracts of 
sandy waste in one of the southern states, paying 50 
cents an acre. The land was isolated and had no 
agricultural value whatever, and yet by painting glow- 
ing pictures of beautiful fruit orchards and pecan 
groves and so on, he enlisted the patronage of hun- 
dreds of people, who paid him from $50 to $100 an 
acre for this land. If they lived ten thousand years, 
it is doubtful if they would ever be able to realize any- 
thing on it. 

There are too many safe forms of investment 
w r here the original capital can always be secure and 
where there is a steady interest rate of 3 to 6 per cent, 
waiting for investment, and unless the one who specu- 
lates is prepared and willing to lose every cent in- 
volved, that person would better keep away from 
these promising but unsound offerings. 

Form No. 181. 

The Value of Convertibility. 

There are certain investments that can be turned 
into ready money at any time and under nearly any 
ordinary condition. This convertible phase of invest- 
ment decides what is valuable and what is not valu- 
able. 

The person who owns a bank account should be 
cautious about parting with his hard-earned dollars 
until he has fully satisfied himself and has proved 
beyond question that he is getting value received. 
The safest kind of investment for the person who has 
small capital is the savings bank account. He can 

144 



HOW TO COMBAT GET-RICH-QUICK FRAUDS 

convert his pass-book into the full amount of his 
deposits whenever he wishes. So long as his money 
remains there, it draws interest that compounds. His 
accumulations may progress slowly, but he is assured 
of the continuous possession of his money. 

A great many persons are impulsive when it comes 
to taking a chance. The scheme that seems the most 
plausible is usually the most risky. A young man 
may often be talked into a novelty that he is told will 
sell on sight. He invests his money in it, and later 
is shocked to learn that there are scores of reasons 
why people don't care to purchase what he has to 
sell. He has learned something — and he has paid the 
price for his education. While grown-up men and 
women laugh at him for his folly, they often commit 
even more grave errors of judgment. 

During the past twenty-five years there have been 
organized perhaps not less than 50,000 companies that 
have actually sold their stocks and bonds to the public 
without even so much as returning any of the orig- 
inal investment. The amounts involved have aggre- 
gated several billion dollars. When 999 people fail in 
order that one may win, it is pretty certain that you 
are not going to be that one. 

The lottery or the gambling device may be aptly 
compared to any of these propositions. Sounding flat- 
tering and looking reasonable, these offers gain a vast 
concourse of friends. Some of them drag along for 
years, and others terminate speedily. The bare knowl- 
edge that an illegitimate practice is contrary to the 
law, and is punishable with fine and imprisonment 
upon proof of guilt, is poor solace to the person who 
has sustained the loss. Even the fining and impris- 
onment of the guilty promoters will not bring back 
the money, because that has disappeared and nothing 
has been left in its stead. 

The get-rich-quick game always flourishes under 
one form or another. One of its main arguments is 
to ridicule savings banks, and one of its chief aims is 
i4S 



ROTHSCHILD'S BANK ADVERTISING 

to cause depositors to become discontented with their 
lot. The law can recover money only when there is 
something left of monetary value. Further than that 
the law can not work, but comes in after the actual 
commission of those felonies. 

No matter how much money you have, keep it safe 
and secure and let it earn as much interest as safety 
makes possible. Never go after the "fire-fly" specula- 
tion, because your chance of success is never greater 
than one in a thousand. If you knew that you had 
only one chance to win and one to lose, you would 
not care to take it. Why should you accept one chance 
out of a thousand to w;in? Security, which is found 
in a savings bank deposit, is uniformly and persist- 
ently good — and that is an argument you should 
always keep in mind. 



146 



Reading Ads. for Savings Banks. 

A form of advertising that is new and that repre- 
sents the frontier of solicitation for savings accounts 
is the reading advertisement. This form of advertis- 
ing is applicable to the smaller towns where a low 
rate can be secured from the newspapers. The value 
of the reading ad. is in never having it appear more 
than once. 

The arguments favoring the saving of money 
should be presented in a great variety of forms, all of 
which are vitally important, and each of which appeals 
to some particular type of mind or experience. These 
reading ads. should be run exactly the same as any 
news item, ranging from half a column to one column 
or more. They are educational, and they are also 
direct. 

We present herewith a variety of these reading 
advertisements, which may appear at intervals of 
once a week even in the daily papers. We suggest 
also that the authorship be accredited to the cashier 
or other official of the bank — and to the owners of 
these books permission is given to use these readers 
in this manner. This lends a personal tone to the 
article, and induces many people to look for the recur- 
rence of the talks. 

The best plan is to arrange to have the ad. run 
under a two-column head such as "Little Stories of 
Success.'' The articles, let us say, are by John W. 

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ROTHSCHILD'S BANK ADVERTISING 

Atwood, who is cashier of the People's Savings Bank. 
The stories are given in the consecutive order in 
which they are suggested to be utilized. They fol- 
low: 

Form No. 182. 

The Garden of Dollars 



Just why some men and women have been success- 
ful and wealthy, and why others have coursed their 
weary way in mediocrity^ is a subject very near to 
the heart of every man and woman and every boy and 
girl who must work out a solution of success. 

Whether we speak of thousands, or millions, or 
billions of dollars, every fortune is based on the dollar 
itself, and every dollar is composed of dimes and pen- 
nies, and this money itself is symbolic of some definite 
labor put forth. The most gigantic fortunes of the 
world all had small beginnings. No financial giant 
ever progressed through careless misuse of money. 
He studied his dollars, and he learned their relation- 
ship to his own efforts and ambitions. 

Each of us must view the dollar not merely as a 
unit of barter and exchange, but as something closely 
allied to ourselves. One man may work an entire day 
and in compensation receive a silver dollar. Another 
man may be reimbursed at the rate of $1.00 for every 
minute. Therefore, the dollar means more to one than 
it does to another. If one man receives only, $350 a 
year for his labor, and another receives that much iri 
less than six hours — then the man of high compensa- 
tion is paid at the rate of about seven hundred times 
the amount that goes to the individual of small com- 
pensation. To one the dollar is an incident, and to 
the other it is a tragedy — and yet the man who receives 
a dollar a minute may view his remuneration so lightly 
that he terminates life bankrupt, while the man who is 
paid but $1.00 a day may study his own situation and 
148 



READING ADVERTISEMENTS FOR BANKS 

possibilities so thoroughly that eventually he accumu- 
lates millions of dollars. 

In a series of short articles that I shall contribute 
to the Tribune, I shall endeavor to show what suc- 
cessful men have learned in the accumulation of 
money. It is an interesting fact that no matter what 
industry they have eventually depended upon for their 
main income, they have all had to adhere to the same 
fundamental rules. 

(To Be Continued.) 
Form No. 183. 

Mayer Anselrn Rothschild* 



In Frankfort-on-the-Main, Germany, in the year 
1743, there was born Mayer Anselm Rothschild, the 
son of a Jewish merchant. With no family fortune 
backing him, he sought experience in a clerical capac- 
ity in a counting-house at Hanover, where he soon 
learned that by saving all of the surplus dollars he 
could honestly accumulate, he could lend this money 
out at a rate of interest that would bring him con- 
tinuous and compound returns with practically no fur- 
ther personal efforts. 

Later he returned to Frankfort-on-the-Main, be- 
coming a money broker. Owing to his excellent char- 
acter and the knowledge of men and affairs he had 
gained through very careful study, the Landgrave of 
Hesse-Cassel became interested in him, and when this 
august person was obliged to flee before the French in 
1806, he entrusted Mayer Anselm with the care of his 
large private fortune. 

Through the honest administration of this estate, 
the fame of this man soon spread as a financier. Later 
on his sons, Anselm, Solomon, Nathan, Jakob and 
Karl, entered into a partnership with their father, who 
died in 1812. Each generation was reared in the same 
strict regard of thrift and fairness, and the family soon 
became known for its dislike in dealing with unlucky 

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ROTHSCHILD'S BANK ADVERTISING 

people. This was not because of any superstitious 
regard for luck, but was based on the theory that 
unlucky men are negligent and are necessarily poor 
business associates. 

Solomon became head of the banking establish- 
ment at Vienna. Nathan founded the branch at Man- 
chester, and later at London, England. Karl located 
at Naples, and Jakob established the family interests 
in Paris. The fortunes of the Rothschilds have in- 
creased to such proportions that this family and its 
allied branches practically own all of the national debt 
of Europe, amounting to more than $25,000,000,000, 
upon which an annual interest rate of about $750,- 
000,000 is collected. 

This family started in a small way and every son 
and daughter was taught the value of money, and 
that investment itself must begin with saving. One 
must own a dollar before one can invest it, and the 
dollar that brings 3 per cent, compound interest will 
eventually pile up into a great many dollars. 

The fortunes of the Rothschilds have been due to 
the same dynamic principles that we find in damming a 
stream where the slowly flowing water accumulates 
into a great head of power. It is the energy in every 
atom of that water that is responsible for the vast 
power of the accumulated amount. This is the one 
secret of fortune-building, which must always start 
with the habit of saving. 

(To Be Continued.) 
Form No. 184. 

John Jacob Astor* 



In the village of Waldorf near Heidelberg, Ger- 
many, in the year 1763, there was born to a butcher 
named Astor a son, who was Christened John Jacob. 
When this young man became old enough to be able 
to earn money, he soon gave evidence of his keen 
regard for thrift, and realized that if he could buy 

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READING ADVERTISEMENTS FOR BANKS 

something for a dollar and sell it for two dollars, and 
could keep on repeating the process, he would soon 
be able to accumulate a fortune. This high regard 
for investment had to have its foundation laid in a 
knowledge of saving money — and he did save, even 
though at times it was a remarkably small amount. 
Eventually, he followed his older brother first to 
London and later to New York, where he arrived in 
1783 at the age of twenty years. The small capital he 
had saved through hard work, he invested in furs, and 
he practiced the most stringent economy. In six years 
his fortune amounted to $200,000. He traded with the 
Indians direct, and during the first year he prepared 
the furs with his own hands, and packed them and 
accompanied them personally to the London market. 
He also became a New York agent for his brother's 
musical instrument house, and despite the opposition 
of the English fur traders, he fitted out two expedi- 
tions to the Oregon territory, one of which was by 
land and the other by sea. 

In 181 1 he established the fur trading station of 
Astoria, Oregon, and had actually negotiated for the 
purchase of that vast territory that the United States 
bought under the Louisiana Purchase. 

Through his small start, that had its beginning in 
thrift, John Jacob Astor was finally able to build entire 
fleets of trading vessels, which were months in mak- 
ing round trips between New York and the Orient. 
When this man died in the year 1848, he left property 
amounting to $30,000,000, which was largely invested 
in real estate. 

Upon this foundation, the fortunes of the Astor 
family were built. When we consider that this man 
had his birth and being under very ordinary circum- 
stances, we can realize that hard work and economy 
and the saving of an original capital were essential to 
his success. Dollars that are squandered by so many 
young people, and too many older ones, were looked 
upon by him as a means toward a given end. And 
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ROTHSCHILD'S BANK ADVERTISING 

yet in his day, money was not as stable and secure as 
it is now, and it was subject to wide fluctuations, and 
the opportunities for investment were not nearly as 
great as they are today. 

Going out into the wilderness and buying furs from 
the Indian trappers, curing and tanning those hides 
with his own hands, and later accompanying the car- 
goes to London, where he sold them, represented the 
expenditure of energy and time such as modern meth- 
ods do not impose upon anybody. 

But the basic principle of saving is just as essen- 
tial today as it was to the butcher boy of Waldorf, 
Germany, who decided to accumulate a fortune. 

(To Be Continued.) 
Form No. 185. 

Jay Gould. 



In 1836 there was born in Roxburg, Delaware 
County, N. Y., a boy, Jay, the son of Farmer Gould. 
The family fortune was no greater than the fortunes 
possessed by thousands and tens of thousands of other 
farmers. 

While still young, Jay Gould learned that if he 
did not save his money, old age would find him in 
substantially the same position that he was in during 
youth. When at the age of 16 years he entered the 
hardware store that his father had established, he 
decided to lay away as much of his small earnings as 
he could, and learn some vocation that would bring, 
him larger remuneration to permit of greater saving. 
During the evenings he studied surveying and later 
made maps of different counties in New York, Ohio 
and Michigan. 

Having learned the value of his dollars he was able, 
at the age of 20 years, to engage in the lumber and 
tanning business in western New York, selling out 
later and moving to Stroudsburg, Pa., where he be- 
came an important director in a small bank. Despite 

■^ 

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READING ADVERTISEMENTS FOR BANKS 

this small start, Jay Gould became one of the leading 
factors in American railroading, eventually controll- 
ing the Erie railway. He took hold of the Missouri 
Pacific, then having only 287 miles of track, and before 
his death he had a system that was earning $5,500,000 
a month. The millions bequeathed to the Gould fam- 
ily were made possible because of the study and econ- 
omy of the founder of the family fortunes. 

Jay Gould was equipped as thousands of other 
individuals are, but instead of postponing until tomor- 
row what could be done today, he studied and he 
saved, and because of his initial savings he became 
acquainted with the value and possibilities of money. 

Knowing what a dollar is, means to understand 
how to use that dollar to the best advantage. In the 
days of many of the early American fortunes, money 
was not secure and stable as it is today. The oppor- 
tunities were less apparent and less enticing. While 
only few people achieve the financial success of Jay 
Gould, the application of his principles of thrift can 
at least bring about some degree of fortune that makes 
possible independence in later years. Without econ- 
omy and saving, there is not one chance in a hun- 
dred to succeed. 

(To Be Continued.) 
Form No. 186. 

Cornelius Vanderhilt. 



There is no better example of the gaining of great 
wealth without a start than that of Cornelius Vander- 
bilt, who was born in 1794 near Stapleton, Staten Isl- 
and, N. Y. He did not even have the advantages of 
schooling, but he did know the value of his efforts and 
the merit of money. 

Like all others who have founded fortunes, this 
young man began his career by observing the most 
rigid economy, and when he was 16 years of age, he 
established a ferry boat between Staten Island and 

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ROTHSCHILD'S BANK ADVERTISING 

New York for the transportation of both passengers 
and farm products. In two years he controlled three 
boats, always using the earnings of his business to 
increase that business. In other words s he com- 
pounded his efforts and his income. 

Gradually he acquired a large fleet of river and har- 
bor boats. When he was 23 years of age, he built 
and became captain of the first steamboat between 
New York and New Brunswick, N. J. Adhering 
strictly to his policy of accumulating his earnings and 
reinvesting them, he became a factor in water trans- 
portation in the East, and acquired the well-known 
title of "Commodore." 

Then his shipping interests became world-wide, 
and about the time of the Civil war he began with- 
drawing his fortunes from the steamship business, and 
invested his capital in railways. At that time he was 
worth $10,000,000. The New York & Harlem, the 
Hudson River, the New York Central, the Lake Shore, 
the Canada Southern and the Michigan Central all 
felt the magic of his managerial touch. 

When Cornelius Vanderbilt died in 1877, ^ e left a 
fortune of $100,000,000. Nine-tenths of this had been 
accumulated in less than twenty years; and yet, if 
Cornelius Vanderbilt had not studied and observed 
the value of his original small earnings, he would 
never have become the great financial factor that he 
was in American affairs. 

What is true of this man applies to all other cases. 
In a word, Commodore Vanderbilt started in a small 
way, learned how to save money, and through his 
study of time, efforts and dollars, learned how to in- 
vest his capital. A successful manager of a business 
is always the individual who has mastered the art of 
economy. It is manifestly impossible for one in charge 
of a large business enterprise to prevent leaks and 
increase the income unless he has done these things 
for himself. 

154 



READING ADVERTISEMENTS FOR BANKS 

A savings bank account is the modern way of 
beginning to travel the right path. A few dollars at 
a time eventually amount to hundreds and then to 
thousands. Under careful supervision engendered by 
saving, this habit leads to a careful study of broader 
means of increasing the income. One need not neces- 
sarily be a Vanderbilt, and very few can leave an 
estate worth $100,000,000 at their death — but for all 
that, an income for life and a large measure of pros- 
perity are possible through the right sort of start. 
(To Be Continued.) 

Form No. 187. 

Edward Henry Harriman* 



No greater example of the possibilities of achieve- 
ment through economy, thrift and constant application 
could be given than that of Edward Henry Harriman, 
who was born in Hempstead, N. Y., in 1848. 

Mr. Harriman represented that type of self-made 
man that has been the ideal of the commercial world 
since the gaining of independence. Here was a young 
man, frail of body and lacking health, who knew that 
within his own land was a territory embodying 3,000,- 
000 square miles that was replete with vast possibili- 
ties. Harriman represented a distinct type, beginning 
at that end of the monetary lane opposite to the one 
which Vanderbilt, Astor, Gould and many others 
started. 

When still a boy only 14 years of age, he began his 
business career in New York City, and immediately 
started to learn the game of dollars and to set aside 
every penny he could possibly save. At the age of 
22, he became a member of the stock exchange and 
for the next thirteen years he applied himself faith- 
fully to the business of brokerage. In the year 1883 
he became a director of the Illinois Central Railroad, 
later to serve as vice-president and acting president. 

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ROTHSCHILD'S BANK ADVERTISING 

There are many men endowed with vastly more 
physical strength and durability than Harriman pos- 
sessed, who would shrink from the close application 
to business that marked every stage of his career. 
And yet he was a man 50 years of age before the 
world at large heard of him. In 1897 and 1898 his 
name was heralded far and near because of his secur- 
ing control of the Union Pacific railway. At this 
point, the genius of the man began to manifest itself. 

Harriman had learned dollars thoroughly. He had 
become master of his financial destiny, Determined 
to achieve a place in American railroading, Harriman 
studied everything about the economies of the busi- 
ness. He applied the same principles to the Union 
Pacific that he had employed in his own personal 
development. He didn't try to grab other transporta- 
tion lines, but sought to increase the efficiency of 
that one line of railway. He improved the right of 
way, having heavier and better rails laid, and install- 
ing safety devices, signals and systems. He con- 
structed better stations and purchased modern equip- 
ment in rolling stock. When Harriman had made this 
railroad what it should be, it proved to the stock- 
holders that by saving money and turning it back into 
the business, he could increase the earnings. 

He then sought to extend his power. This he did 
by gaining control of the Central and Southern Pacific, 
the Oregon Short Line, and lesser roads that gave him 
undisputed mastery between Chicago and the. Pacific 
coast. His millions piled up rapidly after that, and 
so thoroughly organized were his enterprises that his 
policies continued practically without any interruption 
until the time of his death. 

There was no period in the life of Harriman when 
his physical stamina and reserve were sufficient to 
reinforce his masterful intellect. Despite these many 
and persistent handicaps, this monarch of railroad 
affairs studied everything thoroughly and knew that 
156 



READING ADVERTISEMENTS FOR BANKS 

to permit himself to waste a single dollar was to lay 
himself open to the loss of many millions of dollars. 

Having learned how to save money, he understood 
how to invest it— and this same truth obtains with the 
most obscure and most unsuccessful. 

Such men as Mr. Harriman refute the theory of 
luck. The person who doesn't save a few dollars will 
find the time never comes when there are many to 
save. Unless one is his own thorough business man- 
ager he can not expect to be manager of a larger enter- 
prise in which many persons and enormous sums are 
concerned. 

(To Be Continued.) 
Form No. 188. 

John Davidson Rockefeller. 



The name of John D. Rockefeller, who has been 
accredited with being a billionaire, is known to every- 
body in the civilized world and even beyond the pale 
of civilization. 

John D. Rockefeller was born in Richford, N. Y., 
in 1839. His parents were poor, but they were able 
to give him a common school education. When he 
was twelve years of age, the family located in Cleve- 
land, O., and at the age of 16 he became a clerk in a 
commission house. 

It is likely that no financier ever observed the rules 
of economy more faithfully or more stringently than 
did Mr. Rockefeller. His pittance was small, but out 
of it he managed to save a little, and though the ulti- 
mate of his savings amounted to but a few dollars, 
he did not permit the handicap to divert him from his 
course. 

When he was nineteen years of age he had accu- 
mulated enough money to enter into the commission 
business himself with a partner. Being resourceful 
and clever at consummating bargains, these men soon 
became successful in their business. In 1862, with 
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ROTHSCHILD'S BANK ADVERTISING 

the earnings of their commission enterprise, these 
men became associated with an expert oil refiner, and 
in 1865 there was constructed in Cleveland a large 
refinery known as the Standard Oil Refinery. 

Rockefeller applied the same principles to his oil 
business that had become a part of his daily life and 
ideas. When he was a clerk laboring long hours for 
small pay, he set aside as much money as he could 
possibly save, even being without many of the necessi- 
ties of life, to say nothing about life's luxuries. He 
knew how to earn money and how to use his savings 
for the extension of his business and the increase of 
his income. With the net income of the refinery in 
Cleveland, these partners did not simply divide the 
money and live in ease and comfort, but they con- 
structed additional refineries and established an east- 
ern branch at New York, taking in other capable part- 
ners, who, like themselves, had learned to save. 

Eight years after the formation of the original 
partnership for the refining of oil, the various firms 
concerned were organized (1870) under the name of 
the Standard Oil Company, with a capital of $1,000,- 
000. So enormous became the business interests of 
these men that Mr. Rockefeller was able to give tens 
of millions of dollars to educational purposes, and 
his own interests grew to such vast proportions that 
he no longer estimated his holdings in millions, but 
in hundreds of millions. 

The man who had learned how to get the full 
value out of every dollar he expended knew how to 
make business pay. Even in the days of his influ- 
ence, it is related of him that he would not permit gas 
jets or electric bulbs to burn that were not of actual 
use at the time. He would save pennies where he 
saw that the expenditure was needless and extrava- 
gant — and yet he would expend millions to gain 
supremacy in a new oil field. No matter how much 
equipment cost, his money was always ready to pur- 
chase it if he could see that through his investment 
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READING ADVERTISEMENTS FOR BANKS 

the earning rate of his money could be increased. 

The guiding maxim of John D. Rockefeller will 
be found in the case of the financially great. This 
was the unrelaxing practice of economy — the saving 
of the small sums so that eventually they would 
increase to greater sums and be sufficient in volume 
to establish in business that would earn large returns. 
The poorest paid school teacher or clerk of today 
receives a better remuneration than that which was 
earned by John D. Rockefeller when he was a clerk 
in Cleveland, O. 

But the person who spends every cent he or she 
receives never gets to that particular starting point 
where a little capital makes possible the enlargement 
of opportunities. No matter what these financial 
giants have been, it should be borne in mind that they 
have at least developed the country and increased the 
possibilities for the present and the future genera- 
tions. 

The savings bank not only opens a means of piling 
up these little sums of money, but it also immediately 
puts that capital to work at an interest rate as great 
as tens of thousands of dollars would earn invested in 
good securities. Through the thousands of banks in 
the United States, business of every description is kept 
in operation. Money invested in the early periods 
did not have the safety back of it that we have today. 
Most of the founders of the earlier American fortunes 
did not have the banking facilities, the encouragement, 
and the means of saving and investing money that 
exist today. They did not have the fields in which lo 
operate and earn such liberal returns. 

But the success of one man means nothing to an- 
other person unless that individual personally applies 
these principles. Getting a thing and using that 
knowledge are different. One might write of the suc- 
cess of great men for years without benefiting, but 
through the application of economy and thrift and 
the recognition of the value of the small start, there 
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ROTHSCHILD'S BANK ADVERTISING 

is placed in the possession of every individual the 
same equal chance. 

(To Be Continued.) 
Form No. 189. 

Russell Sage. 



From poverty and obscurity to the possession of 
$60,000,000 is a romance in the world of business that 
belongs to Russell Sage, who was born in Shenan- 
doah, N. Y., in 1816. 

Every penny that the younger Sage made was 
earned through long hours of application and through 
the saving of a narrow margin from an infinitely small 
stipend. Educated in the public schools, Russell Sage 
began his business career in the humble capacity of 
clerk. Still, at the age of twenty-three years, he had 
accumulated enough money, consisting of principal 
and interest, to establish himself in the wholesale gro- 
cery business in Troy, N. Y. 

Even though this man left a fortune of tens of 
millions of dollars at his death, he did not really be- 
come a factor in financial affairs until 1863; in other 
words, not until he was forty-seven years of age. He 
then purchased a seat on the New York stock ex- 
change, becoming associated with Jay Gould in the 
control of various railway enterprises, telegraph com- 
panies and municipal service corporations. 

Russell Sage stands out in the annals of Ameri- 
can progress as the exponent of compound interest. 
It is related of him that one night during an illness, 
he got out of his bed to negotiate a loan that would 
net him a very nominal amount of money. Although 
many stories are told of his parsimony, it is to his 
credit that he steadfastly applied himself to the mas- 
tery of the relationship between principal and interest. 

Just as the farmer realizes that the corn and wheat 
that he sows in prolific soil will mean more of the 
same kind, so did Russell Sage understand that the 

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READING ADVERTISEMENTS FOR BANKS 

dollar put out on interest would bring pennies that 
would pile up into other dollars, and that continu- 
ously reinvesting principal and interest he could com- 
pound his fortune. 

A great many of the loans made by Russell Sage 
netted a remarkably small interest rate. But he al- 
ways kept on hand a large amount of capital that he 
could immediately apply to the control of opportuni- 
ties as they were presented to him. More than that, 
he was always willing to see "the other fellow" get 
his full share, which is aptly illustrated by the story 
of the young man in the South who entered the bid- 
ding for United States bonds at the time of the Span- 
ish-American war. 

This young man was without capital, and yet he 
put in a higher bid for the bonds than most bankers 
and financiers who were bidding for a part of the 
issue. Requiring the money to take up what he had 
been awarded, this young Southerner went from one 
financier to another, and finally applied to Russell 
Sage. The money was supplied, the bond market 
went up rapidly and they divided $200,000 equally 
between them. 

Compound interest was so thoroughly understood 
by Mr. Sage that for years he was the principal figure 
in money lending in Wall Street. Now, money lend- 
ing is based on exactly the same principle we find in 
a savings bank. Instead of having to lend large sums, 
the depositor makes small loans to the bank, receiving 
the security offered by the statutes, plus an interest 
rate that compounds twice a year. For small sums, 
the savings bank is far more desirable than loans on 
securities because the money can be withdrawn on 
demand. But beyond the actual gains and the secur- 
ity of the capital concerned, is the promotion of the 
healthy habit of saving and looking for opportunities. 

While a few dollars compounding interest at 2, 3 
or 4 per cent does not look large, yet as time passes 
and other dollars are saved and added to the account, 
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ROTHSCHILD'S BANK ADVERTISING 

this rate of accumulation begins to tell. From an 
initial beginning of $1.00, countless thousands of men 
and women have been enabled to accumulate thou- 
sands of dollars, and it was not long before their sav- 
ings returned in the form of interest sufficient \o 
establish them in comfort for the balance of their 
days. 

Others like Russell Sage took their money and re- 
invested it, actively engaging in business undertak- 
ings until they had secured a large enough sum to 
become factors. This habit of saving and investment 
has become so pronounced that even in the smallest 
hamlets of the United States we find numerous wealthy 
people. Every one can tell a story similar to that of 
Russell Sage himself. Keen regard for the pennies, 
nickels, dimes and dollars led to the establishment of 
these fortunes. 

(To Be Continued.) 
Form No. 190. 

Andrew Carnegie. 



The story of the ironmaster, Andrew Carnegie, is 
one of the most interesting and inspiring in the entire 
world of success. Born in Dumferline, Scotland, in 
1837, of poor parents, this young man had absolutely 
nothing but his own resources to rely upon. He in- 
herited nothing whatever in the form of wealth, and 
he lacked even the ordinary opportunities of educa- 
tion. When eleven years of age, he came to the United 
States, locating at Allegheny, Pa. His career began 
as a weaver's assistant in a cotton factory in that 
city, and his weekly earnings were very little in excess 
of $1.00. This fact is particularly emphasized for 
those young men and women, who complain that they 
lack opportunity. It is made the more impressive 
because of the hundreds of millions of dollars that 
eventually came into the possession of this obscure 
boy. When one earns less, the habit of saving seems 
162 



READING ADVERTISEMENTS FOR BANKS 

impossible, and yet saving itself begins not with the 
actual laying away of dollars, but with the securing 
of maximum possibilities out of every dime. 

When he was fourteen years of age, young Car- 
negie became a telegraph messenger boy in Pittsburg, 
and during his spare moments he mastered telegraphy, 
a little later becoming an operator in the service of 
the Pennsylvania railway. Carnegie not only saved 
his money, but he saved his time and energies. He 
counted that day lost that did not bring him some 
added knowledge and ability by evening. From learn- 
ing how to be a good station agent, he fitted himself 
for the position next higher up. Eventually he be- 
came superintendent of the Pittsburgh division of 
that large railway system. 

At this time he was making a great deal more 
money than his immediate needs consumed, and he 
had applied himself so faithfully to the performance 
of his duties that he had learned many of the re- 
quirements in railroading that had not been met. 
While in the position of superintendent, he became 
interested in the organization of the Woodruff Sleep- 
ing Car Company. And about this time, the land in 
the vicinity of Oil City, Pa., began to attract attention. 
He invested in numerous tracts, and these investments 
increased the flow of wealth into his coffers. 

During the civil war, he rendered valuable ser- 
vices to the war department as superintendent of mili- 
tary railways and government telegraph lines 
throughout the East. Because Andrew Carnegie had 
learned every step of railroading, he realized the 
possibilities of the steel industry. After the war, he 
entered into the development of iron works of vari- 
ous classes heart and soul, establishing the Keystone 
Bridge Works and the Union Iron Works in Pittsburg. 

In the year 1868, this energetic Scot introduced the 

Bessemer process of steel manufacture in America, 

and twenty years later he was the chief owner of the 

Homestead Steel Works, with the controlling interest 

163 



ROTHSCHILD'S BANK ADVERTISING 

in seven other large plants. In the year 1898, these 
interests were merged in the Carnegie Steel Company, 
and two years later became the chief assets of the 
United States Steel Corporation which, today, handles 
more money than many of the monarchies of Europe. 

Knowing how to save and then how to manage 
things, Andrew Carnegie soon learned how to select 
other men with managerial possibilities. Almost 
penurious in the expenditure of small sums, he was 
farsighted and apparently lavish in the investment 
of capital in his large enterprises. 

Andrew Carnegie is the type of self-made man 
that forever sets an example in economy, investment 
and opportunity for everybody who struggles to suc- 
ceed. His advice has always been the same ; namely, 
to save as much of one's income as possible, and then 
to save what seems the impossible. He lived out 
these economic principles. He never permitted a day 
to pass without at least trying to increase his hold- 
ings a little. Those persons who complain that they 
cannot start a savings account because of their 
cramped resources, should ever keep before them the 
tale of the ironmaster, who as a boy earned a few 
pennies over $1.00 a week. 

(To Be Continued). 
Form No. 191. 

Junius Spenser Morgan. 



In the stories of successful men one would naturally 
class John Pierpont Morgan high in the list, and yet 
Mr. Morgan began his career backed by a family for- 
tune of ten million dollars. The founder of that 
family fortune was the father of John Pierpont, who 
was Junius Spenser Morgan and who was born at 
Holyoke, Mass., in 1813. 

In the face of the achievements of his son, the" 
elder Morgan has been totally eclipsed, and yet we 
find that early in the 19th century, he was applying 
164 



READING ADVERTISEMENTS FOR BANKS 

those principles and precepts that later developed in 
the second generation in the form of vast masterful 
organizations. 

Junius Spenser Morgan was a dry goods merchant, 
similar in his standing and opportunities to thousands 
of others of the same avocation. But he applied those 
rules of business growth that begin with the saving 
of money and progress through the investment of that 
capital. From the purveying of the lesser commodities, 
the elder Morgan progressed through various stages 
until he became a banker — and with the $10,000,000 
bequeathed to the family, John Pierpont Morgan, born 
in 1837, was enabled to start with a thorough under- 
standing of banking principles and capital's possi- 
bilities. 

The younger Morgan was born in Hartford, Conn., 
and when he was twenty years of age, having com- 
pleted his education, he returned from Europe to 
America and entered a banking house in New York 
City. At twenty-seven years of age, he became a 
partner in the firm of Dabney, Morgan & Co., dealers 
in investment securities. 

The public learns of a man after his achievements 
have culminated. The rank and file of American citi- 
zenship wanted to know about this American who 
in 1893 organized the syndicate that took up the 
United States bonds to increase the gold reserve. 
They wanted to know about the man who made pos- 
sible the amalgamation of the iron and steel interests 
absorbed by the United States Steel Corporation, and 
they inquired about this same individual who organ- 
ized the Northern Securities Company and the great 
Atlantic shipping combine. 

Great credit as an organizer and capitalist is due 
to John Pierpont Morgan — but still to the founder 
of the family fortune even greater credit is due. Like 
the famous Rothschilds of Europe, Junius Spenser 
Morgan established a family of financiers. He was 
content in the beginning to work for a small amount, 
165 



ROTHSCHILD'S BANK ADVERTISING 

and later through his thrift and economy, he had more 
money to engage in large undertakings. From the 
sale of needles, thread, ribbon and calico, to the organi- 
zation of the world's greatest corporation was the 
progress made by this one family in three-quarters 
of a century. And yet the family of Morgan discov- 
ered nothing new. They were able to look upon 
monetary affairs as life's most legitimate adventure. 

The average man and woman who starts to save 
money is too easily discouraged at the least set-back, 
and it is the natural impulse to want to see a fortune 
grow over night — but the world's greatest fortunes 
were not made in that way. They were piled up a 
dollar at a time until those dollars became great enough 
to make the earnings thousands, and even hundreds 
of thousands and millions of dollars a year. If all 
of the wealthy families of the world had possessed 
riches from time immemorial, it would be different — 
but the possessors of this gigantic wealth started in 
very ordinary lines and built up. 

The savings bank offers an incentive to individuals 
to better their conditions. The majority of people 
would not care to pay the price in labor and com- 
mercial warfare necessary to become financially great. 
But there is the broad middle ground of plenty 'and 
security against the proverbial stormy day. Laying 
aside enough to be worth while, and then using that 
sum in some legitimate line until it increases, lies 
within the scope of possibilities of pretty nearly every- 
body. If each person were to assume that he had just 
as much right to be wealthy as anybody else in the 
world, then poverty itself would vanish — but without 
that grit to live the adventure of saving, individual 
prosperity is minus. Every one owes to himself a 
certain debt of success that should be paid, and it can 
only be liquidated by a strict observance of the prin- 
ciples of saving and continuous work that must al- 
ways bring a reward that is substantial 
(The End.) 
166 



READING ADVERTISEMENTS FOR BANKS 

In the above list of reading advertisements, we 
have covered only a few of the financial figures of 
history. The majority of these are intimate person- 
ages who are known to this day and age. Notwith- 
standing this fact, the popular conception of wealth 
is the inheritance of a fortune. The moment men and 
women realize that the greatest riches on earth were 
piled up from small beginnings, that minute will 
there be born the desire to succeed. The bank, and 
more especially the savings bank dealing in the fruit 
of labor, which is money, should never overlook its 
educational position with relation to the populace. 

Incidentally, by educating people and installing in 
them a desire to save, a small expenditure will bring 
large returns. In the above set of articles, we have 
outlined an advertising campaign that is distinctive. 
A bank can, if it desires, publish these articles in the 
form of folders or booklets, and the local papers may 
be used to advertise these booklets as we shall indi- 
cate below. 

Everybody is interested in success, and particu- 
larly in his own achievements. Therefore, most of 
the readers of the paper would look at an item such as 
the following: 

Form No. 192. 

Stories of Successful Men* 



The Prairie Savings Bank, through Mr. John H. 
Brown, its cashier, has prepared a series of booklets 
telling how some of the greatest fortunes of the world 
originated. These stories, nine in number, must prove 
of great encouragement to everybody who struggles 
to succeed. 

167 



ROTHSCHILD'S BANK ADVERTISING 

The popular belief that all great fortunes were 
inherited is immediately dissipated by reading these 
narratives. They show how ordinary men, through 
their small beginnings, established themselves— -later 
to become vast powers throughout the world. 

These booklets, we understand, will be sent to 
anybody who will merely make the request to be placed 
on the mailing list. They may be had for the mere 
request at the Prairie Savings Bank. 

A few small advertisements to be employed in se- 
curing inquiries for the distribution of these booklets 
may also be used. These ads. may be alternated and 
should be used in nominal display space, depending 
of course upon the advertising rate charged by the 
paper. They may be similar to the reading notice, 
with more display. 

This very legitimate form of advertising is based 
on arousing the desire and interest of people who 
are not already patrons of the bank, and if these 
stories are published in the form of booklets, it would 
be an excellent idea to place them one at a time in 
the pass-books as they are balanced. Thus, the regu- 
lar depositors are given a new incentive for increasing 
their savings and for keeping those savings intact 
in the bank so that the interest rate will help them 
pile up into larger amounts. 



1 68 



Educating Young Depositors* 

The passing of very few years carries the school 
children of today into the full utility of citizenship 
tomorrow, and many savings banks have built up 
their business wonderfully by appealing to boys and 
girls. 

In many of the larger cities, and in some of the 
smaller ones, large numbers of accounts are main- 
tained by school children. Some of these deposits 
are remarkably small, but their aggregate is what 
counts. More than that, the young people are trained 
in the habit of saving, and many of them continue as 
regular depositors of the bank. 

Most boys and girls like to receive letters, and a) 
few of these letters with small folders enclosed may 
be mailed with considerable profit to a list of young 
people. There is a certain dignity and individuality 
about owning a bank account. The spirit of emula- 
tion is very strong in the young, and the knowledge 
that one boy or one girl has an account, is an incentive 
to others to classify in the same manner. 

Students in high schools, academies, or those in 
the upper grades of the grammer school are the most 
desirable to approach. The letters themselves should 
be built up from simple and direct arguments. The 
language need not differ materially from that em- 
ployed in reaching adults. The letters follow: 

169 



ROTHSCHILD'S BANK ADVERTISING 

Form No. 193. 
Dear Friend: 

Wouldn't you like to be the owner of a bank 
account? Some day you are going to finish school 
and make your own way in the world. The savings 
bank itself is a school of thrift and economy. It will 
tecah you practical lessons that will be very valuable 
when you later enter some business or professional 
career. 

We know that it takes considerable money for 
young men and young women to have a good time, 
but every dollar laid away, drawing a regular interest 
rate, is going to help just that much when you become 
older. 

Most people who reach middle-age and are unsuc- 
cessful, admit that if they had started early in life, 
their lot would have been different. You can begin 
a savings account with us by depositing so small a sum 
as $1.00, and you may add to this from time to time — 
and you will find also that with a savings account 
started, you will find many ways of earning money. 

We want you to come around and talk it over with 
us. 

Very truly yours, 

The Nebraska Savings Bank, 
By H. Herbert, Cashier. 
Form No. 194. 
Dear Friend: 

We know that you are figuring on starting a sav- 
ings account, and we want to impress upon you just 
what this very excellent habit means. Spending 
money and saving it are very much different. When 
you deposit a dollar with us your money is safe, ana* 
at some future time when you need it, it will be at 
your command. 

Again, your deposit draws 3 per cent, interest every 
year, which is compounded so that you are earning 
money without having to work for it. A third im- 

170 



EDUCATING YOUNG DEPOSITORS 

portant thing is the very good habit of saving that 
follows your first start. The small amounts do not 
seem much in themselves, but the time will come when 
they total hundreds and even thousands of dollars. 

The first necessary thing to learn in making money 
is learning how to take care of it. There will be no 
time in your life when conditions favor you so much 
as they do today, in starting a savings account. All 
of your deposits are entered in a pass-book which 
you keep in your possession. Instead of spending mon- 
ey as it comes into your hands, you will pile it up for 
some useful purpose — and the day will arrive when 
your savings will come in very handy to start you 
on a business career. 

Bring your first dollar now instead of waiting 
until you have several dollars. You will find that by 
starting right away it will be much easier to save other 
money. We want you to come to the bank because 
you will be treated just the same as the men and 
women who deposit their money here regularly. 
More than that — we are going to expect you to call. 

We remain, 

Very truly yours, 

Nebraska Savings Bank, 
H. Herbert, Cashier. 

Accompanying each of the above letters should 
be a small folder setting forth some of the main 
things that should be impressed upon young minds 
with relation to saving money. To add a more per- 
sonal tone to these folders, they will be told in the 
first person. They can be printed to fold once and be 
enclosed in an ordinary envelope. 
Form No. 195. 

How I Saved One Hundred Dollars. 

By a High School Boy 

Three years ago, $100 looked as big to me as $1,000,- 
000. Both amounts seemed impossible because I nev- 
171 



ROTHSCHILD'S BANK ADVERTISING 

er could get hold of enough money to take care of 
my actual wants. 

Finally I began to consider the time when I should 
be grown up and I must engage in some kind of 
business. I learned that merchants and manufact- 
urers had to begin with money, and so I was deter- 
mined to save every cent I could, to prepare for the 
right kind of start. I learned that a savings account 
could be started with the Nebraska Savings Bank 
with so small a sum as $1.00, and although I felt some- 
what ashamed to take four silver quarters to the bank 
to open an account, I was agreeably surprised to find 
that the cashier treated me with as much courtesy 
as though I were depositing $1,000. 

My deposits after that were few and far between. 
I knew that the money that was laid away was secure 
and was drawing compound interest. I now had the 
ambition to make and save more money. With a wil- 
lingness to devote my spare time to' work, numerous 
ways were open for me to earn a quarter here and a 
dollar there. 

After I had saved $25, I decided it was time to 
learn how to be independent, so I used some of this 
money to buy a new suit and other clothing. Having 
earned and saved the money on my own account, I 
became critical about what I got for my dollars. At 
the time I was obliged to buy more clothing, I had 
$65 in the bank and making money was not nearly as 
difficult a task as it had been before. 

Now my bank account is over $100, and I have 
learned the value of money so well that I know as 
soon as I complete school I can pay my own way 
and still lay aside a surplus. I have decided to learn 
some useful business and work my way up in it, sav- 
ing my money all the time so that when I know the 
business well I shall be able to engage in it on my 
own account. 

I have made the acquaintance of a great many 
men who are capable but who lack money to start 
172 



EDUCATING YOUNG DEPOSITORS 

in business for themselves — and knowing that these 

are the best years of my life and that the future 

will depend largely upon what I do now, I am making 

the best of every moment and every effort. 

Form No. 196. 

Why a Young Person Should Save Money 

By One Who Has Tried It 



I know that the average boy or girl looks very 
lightly on anything that pertains to business — which 
I suppose is natural. Having a good time seems 
much more important than preparing for the future. 
Even though my own experience is not very broad, I 
learned that there is all the difference in the world 
between a right and a wrong start. The more years 
the young persons waste, the harder it is going to be 
to get started on the proper course — and besides, 
none of us can tell what tomorrow will bring. The 
day is going to come when we must depend on our- 
selves. 

It is only necessary to stop and figure that every 
dollar is composed of ten dimes, and every dime 
consists of ten pennies. By saving the small amounts, 
they are bound to grow into the larger sums, and 
after the savings account amounts to $10 it is easier 
to look forward to saving $25, and it doesn't seem 
very long before your savings are increased to $50 
and finally $100. It takes just ten of those hundreds 
to make $1,000, and many business men have piled up 
fortunes with a much smaller start than this. 

Besides, the Nebraska Savings Bank will accept 
first deposits of $1.00, and all the while the money is 
in the bank it is earning interest at the rate of 3 per 
cent, which is compounded twice a year. That means 
that the few dollars laid away keep on growing in 
value and that the interest is added to the prin- 
cipal, and further, that the next interest is paid on 
both the principal and former interest. 
173 



ROTHSCHILD'S BANK ADVERTISING 

I know that it is impossible to save money that is not 
in the bank because it's too handy to spend if kept at 
home. You keep thinking of the many things you want, 
but really do not need, whereas you should be thinking 
about piling up more dollars to keep company with 
those you have in the bank. There is every reason 
in the world why a young person should save— and 
there is no reason why he or she should not save. This 
is the real practical side of life, and until you have 
started in the right direction you will never understand 
what fitting yourself for the future means. Try it and 
see what a lot of satisfaction and energy it results in. 

Mailing Cards and Blotters 

A very economical way of advertising is to mail 
blotters and cards. The principal thing is to have 
the right little story printed on each one. This "print- 
ed appear* should not be too prosaic, but it should 
tell something different from the story of other banks. 
Small blotters that can be mailed in an ordinary en- 
velope should be accompanied by a letter, and may 
be used as enclosures with any of the letters we have 
previously outlined. Some banks prefer to have a 
special letter with a blotter, later following it up with 
mailing cards. The following letter is designed for 
the purpose: 
Form No. 197. 
Dear Friend: 

The enclosed blotter is to remind you that there 
is always something in life to absorb what you create. 
When ordinary expenses do not eat up your income, 
it is easy to generate other expense — but just as these 
expenditures will never return the original sum, so 
does the blotter refuse to give up the ink, and the 
thought, and the energy it consumes. 

i74 



EDUCATING YOUNG DEPOSITORS 

A savings bank account is not like a blotter, be- 
cause it preserves what was originally put into it, and 
steadily increases that amount through compound in- 
terest. This bank accepts sums of $1.00 or more, so 
that it is not necessary for you to wait until you 
can start with a large amount. Just as a gigantic 
building is composed of many bricks, so is wealth 
constructed by piling up many dollars, and each dol- 
lar is just as necessary as every other dollar. 

We have burglar-proof and fire-proof vaults for the 
safe-guarding of money, and we pay interest at the 
rale of 3 per cent, per annum, on the first of January 
and July of each year. This interest compounds and 
therefore adds to the original sum. We shall be very 
glad to have you call on us and start an account. 
Very truly yours, 

Nebraska Savings Bank, 
By H. Herbert, Cashier. 

In the following we outline a number of forms 
for either mailing cards or blotters. 



175 



ROTHSCHILD'S BANK ADVERTISING 



Form No. 198. 

A Nest Egg 

A dollar, used as the foundation of a savings 
account with us, hatches other dollars and the 
habit to save. Bring that egg to its nest— NOW ! 

Form No. 199. 

Don't "Break" that Dollar 

And don't let it break you through the habit of 
spending. It is enough to start a savings account 
with us now— TO-DAY. 

Form No. 200. 

An Income for Life 

has to have a start. Begin your savings account 
with us TO-DAY — even if it is only $i.e*>. 

Form No. 201. 

TO-DAY IS ALL RIGHT 

But — what about tomorrow — next year — ten 
years hence? Start your savings account before 
the sun goes down. $1.00 is enough. 

Form No. 202. 

Don't Borrow Money! 

Save it. Let it grow. It is a true, tried friend 
in need. Our savings bank is for you. Begin now. 
Start your account with $1.00 if you like. But — 
start it— TO-DAY! 



176 



Reading Ads. for Savings Banks 

Following, we outline a number of forms to be 
inserted in the local columns of your home papers 
for the purpose of repeatedly attracting the attention 
and thought of the many who read. These ads. may 
be alternated — a half dozen or ten at a time should 
be run in each issue of every local paper. Each of 
these reading ads. will be a paragraph. They follow: 

Form No. 203 — A dollar saved is not only a dol- 
lar earned — but it is time and energy of the past piled 
up for future benefit. The Peoples Savings Bank 
offers you security and 3 per cent, compound interest. 

Form No. 204. — A dollar is not a very large amount 
of itself but the habit of saving dollars is what makes 
possible a fortune and freedom from the damp exposure 
of the rainy day. The Peoples Savings Bank is the 
best place in the world to begin this habit of thrift 
and economy. 

Form No. 205 — The only value of money is what 
it can do for you, and while you are capable of earn- 
ing, you should train yourself to save. Ask the 
Peoples Savings Bank how it can help you. 

Form No. 206 — Time and money are the two most 
precious things to every mortal. Money foolishly 
spent means time wasted, but a savings bank account 
insures comfort and less labor in the days to come. 
The Peoples Savings Bank offers the means to the 
desired end. 

Form No. 207 — Compound interest at 3 per cent 
may not seem very large when applied to the single 

177 



ROTHSCHILD'S BANK ADVERTISING 

dollar, but this rate is just as great as though it were 
paid on $1,000,000. The Peoples Savings Bank pays 
3 per cent., compounded semi-annually. Begin an 
account today. 

Form No. 208 — If you can, save 10 per cent, of what 
you earn, or even 1 per cent. — but save something. In 
the Peoples Savings Bank your money is secure and 
it earns 3 per cent, compound interest. 

Form No. 209 — -The greatest fortunes on earth 
were built on small beginnings, and the openings of 
a savings account with the Peoples Savings Bank 
today may eventually lead to great things. Try it. 

Form No. 210 — Money can be spent or invested — 
just as you wish. The most reasonable investment 
in the world for small sums is a savings account. 
Take in even a dollar to the cashier of the Peoples 
Savings Bank and he will open an account for you. 

Form No. 21 1- — Dimes and nickels do not look 
very large, but when you have a savings account with 
the Peoples Savings Bank, you plan on laying aside 
these small sums to be piled into larger ones. 

Form No. 212 — It is easy enough to wait until to- 
morrow or the day after, but time is just as impor- 
tant as money to you — and an account started today 
with the Peoples Savings Bank will make the setting 
aside of money tomorrow much easier. 

Form No. 213 — Do not wait until you have a great 
many dollars, but begin your account at the Peoples 
Savings Bank now with only $1.00, and this time 
next year, your dollars will be many in number. 

Form No. 214 — To have a pass-book that shows 
you in black and white just how well you are getting 
on in the world, is an encouraging thing — and by op- 
ening an account with the Peoples Savings Bank with 
only $1.00 you get started in the right direction. 

Form No. 215 — There are many depositors who 
have accounts in the Peoples Savings Bank who began 

178 



READING ADVERTISEMENTS FOR BANKS 

in a very small way. Do not be ashamed of small 
savings, because this bank knows the value of every 
dollar. 

Form No. 216 — It is discouraging to work day 
after day and year after year with no money laid 
away to show for your efforts. Saving is a habit, so 
begin that habit right away by opening an account 
with the Peoples Savings Bank. 

Form No. 217 — If John D. Rockefeller did not have 
due regard for the first dollar he saved, he would 
never have started. Your first dollar started now 
with the Peoples Savings Bank will bring fortune and 
comfort in the years to come. 

Form No. 218 — Never despise the penny or the 
nickel, because they are piled up into dollars, and many 
happy and prosperous men and women, who started 
small accounts with the Peoples Savings Bank, now 
realize the full meaning and value of economy. 

Form No. 219 — Hundreds of men and women who 
never believed they could get along in the world, have 
started on the right track in this community by be- 
ginning to save money, with the Peoples Savings Bank 
helping them. Join their numbers. 

Form No. 220 — It would take this entire paper to 
give you all the good reasons why you should save, 
but once you have deposited your first dollar in the 
Peoples Savings Bank, you will find more good rea- 
sons than we could ever tell you. 

Form No. 221 — Opportunity always demands capi- 
tal — and by opening an account with the Peoples Sav- 
ings Bank now, you may have the money on hand when 
the right time comes. 

Form No. 222 — Compound interest may not be as 
speedy as some means of gaining wealth, but the 3 
per cent, annual interest rate paid by the Peoples 
Savings Bank on savings accounts work for you every 
day in the year. 

179 



ROTHSCHILD'S BANK ADVERTISING 

Form No. 225 — A little economy today means that 
much less work and worry in the years to come. The 
Peoples Savings Bank will show you how to get 
started on the right road. 

Form No. 224 — Save your dollars, and by watch- 
ing them carefully they will grow into hundreds and 
thousands. The Peoples Savings Bank is the right 
place to begin. 

Form No. 22$ — The savings account is like a 
garden where the planting of seeds will grow a prof- 
itable crop. The Peoples Savings Bank is a garden 
of dollars in which you can grow and prosper. 

Form No. 226 — Money is the easiest thing in the 
world to lose sight of, but by having an account with 
the Peoples Savings Bank, it not only stays in your 
possession but it earns for you persistently. 

Form No. 227 — There is a great deal of pride in 
setting aside part of what you earn, and by opening 
an account with the Peoples Savings Bank now, 
your condition will grow continuously better. 

Form No. 228 — The best way to know how to in- 
vest money is to know how to save it — and by letting 
your dollars pile up in the Peoples Savings Bank, 
you will some day have plenty to invest. 

Form No. 229 — There are $3,000,000,000 in the 
United States. How much of this is yours? Start 
a savings account today with the Peoples Savings Bank 
and you will very soon own some of this money. 

Form No. 230 — The bank deposits in the United 
States total around $15,000,000,000. Some of this 
money ought to be to your credit, and the best police- 
is to open an account with the Peoples Savings Bank 
right now. 

Form No. 231 — The best days of the week to begin 
an account at the Peoples Savings Bank are Monday, 
Tuesday, Wednesday, Thursday, Friday and Satur- 
day. 

180 



READING ADVERTISEMENTS FOR BANKS 

Form No. 232 — Next year's vacation can be taken 
with much more ease and security if you had a sav- 
ings account with the Peoples Savings Bank. 

Form No. 233 — You want an opportunity of mak- 
ing more money. Have you learned how to save some 
of what you make now? That is the first necessary 
thing, and the Peoples Savings Bank helps you to 
make it possible. 

Form No. 234 — The highest cost of living is the 
extravagant kind, and the way to get away from it 
is to economize and start an account with the Peo- 
ples Savings Bank. 

Form No. 235 — Money hoarded about the house 
tempts robbers and other criminals. The Peoples 
Savings Bank offers you absolute security, and also 
3 per cent, compound interest on your money annu- 
ally. 

Form No. 236 — You do not know what tomorrow 
will bring forth or how much need you may have for 
a few dollars. An account with the Peoples Savings 
Bank is insurance against hard luck. 

Form No. 237 — Suppose you had an opportunity 
to enter some lucrative business. Would you have 
the money to finance yourself? Make preparations 
today by beginning an account with the Peoples Sav- 
ings Bank. 

Form No. 238 — Never mind what your neighbors 
or your friends say about saving your money. Con- 
sult your own interests first, last and always. The 
Peoples Savings Bank will help you. 

Form No. 239 — Avoid poverty and ill-luck by hav- 
ing money where it is available. The Peoples Sav- 
ings Bank points that way. 

Form No. 240 — The habit of thrift and economy is 
often better than a large income. The Peoples Sav- 
ings Bank helps you build up from small beginnings. 

Form No. 241 — If you want to avoid paying too 

181 



ROTHSCHILD'S BANK ADVERTISING 



much money for wjiat you get, learn how to save and 
you will learn how to buy. The Peoples Savings 
Bank is a school of success. 

Form No. 242 — You would not try to dip water 
with a sieve, and you can not save until you have 
.some place to store your savings. The Peoples Sav- 
ings Bank offers you the means. 

Form No. 243 — The men who built the world's 
greatest fortunes started with nothing, and as they 
earned a little they saved part of it. The Peoples 
Savings Bank will help you do the same thing. 

Form No. 244 — Money at 3 per cent, interest 
doesn't look large, but when it compounds twice a 
year as it does with the Peoples Savings Bank, it 
soon adds to what your thrift and economy have 
brought you. 

Form No. 245 — In the hour of need, your really 
best friend is the money you possess. The Peoples 
Savings Bank helps you gain this kind of friendship. 

Form No. 246— Suppose you had to move thou- 
sands of miles from here to secure your opportunity. 
Would you be without money or would you go to the 
Peoples Savings Bank and withdraw a substantial 
account? 

Form No. 247 — Do not be discouraged if you do 
not make all your money in a day or a week, but 
start in a small way with an account placed in the 
hands of the Peoples Savings Bank. 

Form No. 248 — Sickness and death always demand 
money, and an account with the Peoples Savings 
Bank will help you over many a rough place. 

Form No. 249 — Being discouraged will get you 
nowhere, but an account with the Peoples Savings 
Bank will help take you almost anywhere in the land 
of success you choose to go. 

Form No. 250 — There is no more enjoyable habit 
than learning how to pile up dollars, and the Peoples 

182 



READING ADVERTISEMENTS FOR BANKS 

Savings Bank makes this possible for you. 

Form No. 251 — To have plenty of money on hand 
when you need it, is one of life's greatest blessings. 
By beginning now with an account in the Peoples 
Savings Bank, this assurance will always be yours. 

Form No. 252 — The first of every January and the 
first of each July you should be able to go to the Peo- 
ples Savings Bank to get credited with compound 
interest on dollars you have saved. 

Form No. 253 — Saving money isn't such a hard 
thing once you have started, and the Peoples Savings 
Bank can assist you by accepting so small a sum as 
$1.00. 

Form No. 254 — All the money in the world would 
do you no good if you owned none of it, and that is 
why an account started now with the Peoples Sav- 
ings Bank will serve you when money will do you 
the most good. 

Form No. 255— Do not wait! Do not hesitate! 
Bring $1.00 today to the Peoples Savings Bank and 
start an account. You will be paid interest at the 
rate of 3 per cent., which will be compounded semi- 
annually. 

Form No. 256 — Never put off till tomorrow what 
ought to be done today. One of the most essential 
things is beginning a savings account, and the best 
place to start is the Peoples Savings Bank. 

Form No. 257 — -What are you going to do twenty 
years from now? Begin an account today with the 
Peoples Savings Bank and that question will not 
worry you. 

Form No. 258 — Are you going to be dependent or 
independent when you grow old? To secure inde- 
pendence, learn how to save, and to save properly 
begin with the Peoples Savings Bank today. 

Form No. 259 — How much do you own? Remem- 
ber, there is not much difference in spelling OWE 

183 



ROTHSCHILD'S BANK ADVERTISING 

and OWN — but there is every difference in the mean- 
ing. The best kind of ownership is a savings account 
in the Peoples Savings Bank. 

Form No. 260 — Learn how to keep an appoint- 
ment with your dollars by having them where you can 
find them. The Peoples Savings Bank is a very 
proper place for their security and well-being. 

Form No. 261 — Money and mud both begin with 
m, but they have a different finish. You can deter- 
mine your own future if you have an account with the 
Peoples Savings Bank. 

Form No. 262 — A savings account is the chariot of 
prosperity. It is yours if you begin now and save 
persistently and consistently. The Peoples Savings 
Bank is the answer. 

Form No. 263 — Demand a thousand dollars of us 
and it is yours for the asking, provided you start a 
savings account with the Peoples Savings Bank and 
pile up your small change. 

Form No. 264 — Piling up money is profitable exer- 
cise and a good habit. There must always be a be- 
ginning, and even $1.00 placed in the Peoples Savings 
Bank today is the right sort of start. 

Form No. 265 — Learn how to save money. It is a 
form of education that you should start some time, 
and by beginning today with the Peoples Savings 
Bank you will learn very rapidly. 

Form No. 266 — Poverty and plenty are both short 
words. The best kind of plenty is found in learning 
how to save money, and the easiest and quickest way 
to learn is by opening an account with the Peoples 
Savings Bank. 

Other forms for savings banks will be found under 
the various heads in this book. Some advertising 
matter is applicable to all classes of banks, but in the 
department devoted to savings, we have endeavored 

184 



READING ADVERTISEMENTS FOR BANKS 

to cover every phase of advertising that will be found 
essential. Necessarily, these forms will very often 
have to be altered slightly, such as the interest rate, 
the method of compounding and other facts that per- 
tain to each particular bank. On the whole, these 
changes will be found to be minor, and in some 
instances the forms can be used as they are. 

Keep in mind that persistent advertising is just 
as necessary to your bank as it would be to the mer- 
chant or the manufacturer. Competitive business 
always demands constant efforts, and you will likely 
find all of the forms of value during different parts 
of the year. 



185 



Soliciting Checking Accounts. 

Working up the commercial business of a bank 
through soliciting checking accounts, affords a means 
of advertising that offers a display of originality with- 
out encroaching whatever on the principle of conser- 
vatism. 

Checking accounts may be divided into the regular 
commercial deposit and the accounts of housewives. 
The letters and other advertising matter designed for 
this particular phase of increasing business, should 
include a direct appeal to business men, and the more 
chatty style to induce ladies to patronize this depart- 
ment of the bank. 

The first series of letters is to be devoted to busi- 
ness men who are not regular patrons of the bank. 

Form No. 267. 
Dear Sir: 

The Commercial National Bank was organized for 
the purpose of meeting the needs of just such men as 
you, and it has grown because it has met those needs. 
You will find every inducement and facility for the 
transaction of business that a modern national bank, 
and a safe and progressive one, could possess. We 
invite you, therefore, to open a checking account 
with us. 

We are prepared at all times to make loans on 
acceptable security or good names. Our safety is 
assured by the high class of men who are on the direc- 
torate of this institution. You will find their names 
tabulated on this letter head, and every one is well 

186 



SOLICITING CHECKING ACCOUNTS 

known and respected in this community. Our capital 
is $250,000, and our surplus is $125,000. Our total 
deposits amount to $1,780,000. Every year since our 
organization (1898) we have shown substantial prog- 
ress. 

Let us have a share of your business to begin with, 
and our treatment of you will convince you that you 
have come to the right bank for the transaction of 
business. 

Very truly yours, 

Commercial National Bank, 
By T. W. Ainsworth, Cashier. 
Form No. 268. 
Dear Sir: 

Last year, through the confidence, patronage and 
prosperity of the business men of our city, the Com- 
mercial National Bank increased its deposits $178,000. 
The reason the leading business men of our city are 
already depositors, or are just joining our ranks, is 
because of our conservatism, the high standing of our 
directors, our facilities, and our "up-to-the-minute" 
manner of transacting business. 

At all times we are prepared to make loans on 
good security or worthy names, and we have assisted 
many of our customers in tiding over stringent times. 
You will find us good substantial friends in the days 
of your well-being, and in periods when business is 
not so good. 

We should be very glad to have you call and talk 
it over and try us out — even though it be in a small 
way at the beginning. 

Very truly yours, 

Commercial National Bank, 
By T. W. Ainsworth, Cashier. 
Form No. 269. 
Dear Sir: 

Everything must have a beginning, and it isn't so 
much what we tell you we can do, as what we can 

187 



ROTHSCHILD'S BANK ADVERTISING 

actually bring about in your affairs. In selecting your 
banker, you want to know his standing, the growth of 
his institution, his associations and his record in gen- 
eral. 

The Commercial National Bank has been a house- 
hold word among industrial interest of this vicinity. 
The directors and officers, whose names appear on this 
letter-head, require no introduction to you. Every 
year since our organization in 1898, we have grown 
persistently and consistently. We have always ex- 
tended the best banking facilities to our customers, 
and when you open your account with us you will find 
that you will be treated as fairly and as considerately 
as our oldest depositors. Let us begin these rela- 
tions right away. 

Very truly yours, 

Commercial National Bank, 
By T. W. Ainsworth, Cashier. * 

Form No. 270. 
Dear Sir: 

Absolute co-operation between you and your bank 
very often spells the measure of success that should be 
yours. The reason our deposits have grown until 
they now amount to nearly $2,000,000 is because we 
have always been fair and impartial in dealing with 
our patrons. We have exercised prudence, foresight 
and the spirit of progressiveness, safeguarding our 
depositors at all times and assisting them in every con- 
sistent way to promote their own business enterprises. 

We want to number you among our regular pa- 
trons. The only way to verify our statements is to 
open an account with us, and we know that our rec- 
ord is such that you will be around to see us very soon. 
Very truly yours, 

Commercial National Bank, 
By T. W. Ainsworth, Cashier. 

188 



SOLICITING CHECKING ACCOUNTS 

Form No. 271. 
Dear Sir: 

For fourteen years we have been co-operating with 
and meeting the needs of our business men. Our 
depositors include many of the most prominent cor- 
porations in this locality, as well as scores of the more 
modest depositors. 

Being thorough in all things and negligent in none, 
we have aimed at all times to conduct a banking busi- 
ness free from faults and criticisms and consistent 
with the best commercial usages. 

We solicit your checking account because we can 
make these associations mutually agreeable. We 
never ask a customer to do anything that we are not 
ready to do for him. There are no favorites among 
our depositors, and we are impartial at all times in 
granting accommodations. 

We shall be glad to see you in our bank shortly, 
and you will find us ready and willing to talk over the 
situation with you. We await your call, and are. 
Very truly yours, 

Commercial National Bank; 
By T. W. Ainsworth, Cashier. 
Form No. 272. 
Dear Sir: 

The very moment that we come to the conclusion 
we want a man's banking patronage, we ask for it. 
It isn't simply a case of asking this once, but we are 
going to continue to request your patronage. 

We made a record in the Commercial National 
Bank last year, with an increase of deposits amount- 
ing to $178,000. Your business is just as important 
to us as that of any one of the individuals and firms 
who help us in this splendid up-building. You will 
find that not only will the relations with us be pleas- 
ant and satisfactory while you are in the city, but that 
you can transact business at a distance by mail with 
the same assurance of being treated right. 
i8g 



ROTHSCHILD'S BANK ADVERTISING 

It is needless for us to remind you that over 90 
per cent, of the business of the world is handled 
through checking accounts, and it is a case of the sur- 
vival of the fittest. We have worked hard and con- 
sistently in bringing our bank to its present high 
standing, and you could not do better in the country 
than you can with us. Let our relations begin at once. 
Very truly yours, 

Commercial National Bank, 
By T. W. Ainsworth, Cashier. 
Form No. 273. 
Dear Sir: 

We are not trying to educate you to the value of a 
checking account, but to the desirability of that kind 
of account in the Commercial National Bank. 

The money that would ordinarily be idle is used 
to make safe and well-secured loans, and the reserve 
kept on hand is always adequate to meet every demand 
that is made upon it. We make loans on all accept- 
able securities as well as upon good names — and by 
special arrangement we are prepared to pay an inter- 
est rate of 3 per cent, on checking accounts. 

We should like to have you visit the bank and 
become acquainted with us. Meet our officers, and let 
us explain just what facilities we can extend to you. 
We shall expect you to call and we shall look for you. 
It makes no difference how large or how small your 
original account may be, we treat all of our custom- 
ers the same, and always safeguard the interests of 
every one. 

Very truly yours, 

Commercial National Bank, 
By T. W. Ainsworth, Cashier. 
Form No. 274. 
Dear Sir: 

There should be a reason for everything, and there 
are several reasons why we solicit your commercial 
account. 

190 



SOLICITING CHECKING ACCOUNTS 

First, we have a strong, safe and conservative in- 
stitution operating under a United States charter. 

Second, in the fourteen years of our existence, our 
capital has increased from $50,000 to $250,000; our 
surplus from $20,000 to $125,000, and our deposits 
from $80,000 to $1,780,000. 

Third, the past year our deposits grew to the extent 
of $178,000. 

Fourth, the officers and directors of this bank are 
well known and respected citizens residing in this 
community. They have had long training and experi- 
ence in the banking business. 

Fifth, the Commercial National Bank studies the 
needs of its customers and looks after their interests 
whether their business is large or small. 

Sixth, this bank always has money to loan on 
proper securities, no matter what the amount may be. 

Seventh, our dealings with all our customers are 
unvaringly confidential, and we are always ready to 
advise and assist. 

Eighth, the stockholders, directors and officers of 
this bank are interested in the up-building of this 
community. 

Ninth, no person has ever lost a penny deposited 
in any of our departments. 

Tenth, we have weathered every storm of retro- 
gression in the business world, and today we are 
more firmly intrenched than ever before. 

These are some of the reasons, and we can guaran- 
tee that you will find our co-operation everything that 
can be desired on the part of the bank. Let us serve 
you. 

Very truly yours, 

Commercial National Bank, 
By T. W. Ainsworth, Cashier. 
Form No. 275. 
Dear Sir: 

Your success in business depends on two things: 
First, YOU are the most important element, and sec- 
191 



ROTHSCHILD'S BANK ADVERTISING 

ond, your bank assists in your progress and success. 

The Commercial National Bank operates on the 
basis of reciprocity. Our dealings with all our depos- 
itors are mutually beneficial. Many of our oldest 
customers have continued in business and prospered 
because of our good advice and assistance to them. 
Good bank connections mean a great deal in industrial 
endeavor. The people with whom you deal want to 
know about you and your bankers. No matter what 
part of the world an inquiry may come from, the 
standing of this bank is known and respected. 

We enclose one of our latest statements herewith. 
We want to handle your business, and you will find 
that at all times we shall merit it. 
Very truly yours, 

Commercial National Bank, 
By T. W. Ainsworth, Cashier. 
Form No. 276. 
Dear Sir : 

The national bank that has faithfully served its 
depositors from the day of its organization, that can 
show fourteen years of steady, satisfactory growth 
and that has become a factor in the well-being of any 
community, merits consideration, and the Commercial 
National Bank was organized to co-operate with just 
such business men as you. 

From a small beginning we have grown to where 
our deposits are $1,780,000, and 10 per cent, of that 
growth has been recorded within the past year. We 
handle many of the largest and many of the smallest 
checking accounts in this community. 

We have made a point of studying the needs of 
our customers, and we offer advice and counsel when- 
ever it is solicited. We are prepared to make loans 
of any amounts on proper securities. Every depart- 
ment of this bank has grown proportionately well. 

Some of the owners of the most substantial check- 
ing accounts started with small amounts in the sav- 
ings department. Nothing has been too important 
192 



SOLICITING CHECKING ACCOUNTS 

or too trivial to escape our attention. Your dealings 
will always be confidential. 

It will take only a few minutes of your time to 
call on us and talk it over. We hope you will come 
to see us soon, and believe it will be today. 
Very truly yours, 

Commercial National Bank, 
By T. W. Ainsworth, Cashier. 
Form No. 2^. 
Dear Sir: 

When we tell you that many of the most substan- 
tial business enterprises in this community have been 
built up through our aid, counsel and co-operation, 
we are basing our assertions upon fact. Because we 
have always done the right thing at the right time 
and in the proper way, we have made friends, and 
we shall continue to make other friends through help- 
ing them. 

We want you to be among that number. The out- 
look for business is good, and your banking associa- 
tions must of necessity materially assist you in 
branching out and adding to your enterprise. 

It is true that we have made money and have pros- 
pered, but this has been solely on the foundation of 
what we have done for our customers. The charac- 
ter of the men who are directors and officers of the 
Commercial National Bank illustrates the conserva- 
tism, good-will and experience that are all so essen- 
tial to banking success. 

We shall hope to have you call and talk it over. 
Why not do this today? 

Very truly yours, 

Commercial National Bank, 
By T. W. Ainsworth, Cashier. 
Form No. 278. 
Dear Sir: 

In asking for your checking account, we come 
before you as specialists. Your bank is, in no small 

193 



ROTHSCHILD'S BANK ADVERTISING 

degree, the physician who helps you diagnose and 
treat your financial ills, and who can often help you 
prevent monetary excesses. As specialists, also, we 
have assisted the architects of financial up-building in 
this community. 

When everything is moving along smoothly, per- 
haps it is largely immaterial to you as to who your 
banker may be. There are times when you need coun- 
sel and assistance, and the Commercial National Bank 
has the facilities, experience and the resources suffi- 
cient to grant you all of these things. 

We shall be glad indeed to have you talk it over 
with us and to consult with us at any time. No mat- 
ter what you are contemplating in an investment way, 
go over it with us because we will advise you properly. 

We shall be glad to see you soon, and, in the mean- 
time, study the enclosed statement. 
Very truly yours, 

Commercial National Bank, 
By T. W. Ainsworth, Cashier. 

Following are a number of letters designed to be 
sent to women, and these should be a little more 
educational and conversational than the letters in- 
tended for business men. Where a bank maintains 
both commercial and savings departments, you can 
often use one to build up the other. Paying bills by 
check appeals to many women, and it would appeal to 
most of them if they were shown its innumerable ad- 
vantages. 
Form No. 279. 
Dear Madam : 

Paying bills by check is much more agreeable and 
much safer than paying them with currency, gold or 
silver. This method relieves you of all worry about 
having any considerable sum of money around — and it 

194 



SOLICITING CHFXKING ACCOUNTS 

simplifies shopping and the settlement of weekly or 
monthly bills. 

We offer special facilities to ladies who are man- 
aging their financial affairs, and a great many of the 
housewives of this community have checking accounts 
in this bank. Once every month the pass-books are 
balanced, and the checks that you have made out are 
returned to you stamped, "Paid," giving you an abso- 
lute receipt for every item of disbursement. 

We shall be very glad to have you call and talk it 
over, and we will illustrate exactly how a checking 
account is operated. To our depositors we give a 
nicely embossed leather check-book, and the book is 
small so that it needs but little room and can be car- 
ried without inconvenience. Over one hundred ladies 
maintain checking accounts at this bank, and we hope 
to number you among them. 

Very truly yours, 

Commercial National Bank, 

By T. W. Ainsworth, Cashier. \ 
Form No. 280. 
Dear Madam: 

. In the payment of bills, one of the most important 
things is to have a receipt for the money expended — ■■ 
and the simplest and easiest way is to make payment 
by check. When you pay an account with a check, 
that check is endorsed by the person or firm receiv- 
ing it, and then passes through the bank. This gives 
you a perfectly valid and legal receipt, and once each 
month your pass-book is balanced and all of these 
paid checks are returned to you. 

By making the proper additions for deposits an(5 
subtractions for checks issued on the stubs of your 
check-book, you have a perfect bookkeeping system 
that shows you what you have paid, when you paid it 
and to whom the amount was paid and what it was 
for. More than one hundred ladies look after all their 
financial affairs through checking accounts at the 
Commercial National Bank. Won't you call and see 
195 



ROTHSCHILD'S BANK ADVERTISING 

our cashier and let him explain just what is necessary 
in the maintenance of a checking account? You will 
find this bank safe and conservative, and our officials 
will be pleased to advise you on any investment mat- 
ters at any time, giving you the facilities of their own 
experience in monetary affairs. 

We hope to number you among our depositors 
very shortly, and remain, 

Very truly yours, 

Commercial National Bank, 
By T. W. Ainsworth, Cashier. 
Form No. 281. 
Dear Madam: 

Every lady aspires to be efficient in the managing 
of her financial affairs, and the only way to realize 
one's ambitions is to transact all business with checks. 
Having a checking account is the simplest and safest 
way of transacting business, because every check in 
itself is a receipt for money paid. It is a great deal 
more secure than carrying money around with you, 
because the loss of your check-book doesn't mean the 
loss of a single penny. 

The pass-books and check-books we issue to our 
lady depositors are of a small size convenient to carry, 
and are tastefully bound in leather. 

One of the great advantages of a checking account 
is found when you are out of town and run short of 
funds. You can always draw on your bank for any 
amount up to the full sum of your balance. We hope 
to have you call on our cashier and talk it over, and 
hoping you will do that soon, we are, 
Very truly yours, 

Commercial National Bank, 
By T. W. Ainsworth, Cashier. 

Accompanying the letters should be folders and 
booklets, numerous forms of which will be found in 
this book. The display advertisements soliciting 

196 



SOLICITING CHECKING ACCOUNTS 

commercial accounts will naturally be more conserva- 
tive than the ads. designed to gain savings depositors. 

While the foregoing forms are not numerous, it 
is well to keep in mind that they are especially de- 
signed for the checking account department, and that 
innumerable other forms in this book are applicable 
to the general banking business. 

We give in the following a sample of ad. form to 
be used especially for seeking commercial patronage, 
and the size in which the advertisements are to be run 
will depend very largely on the circulation of the 
papers and their rates. 

Form No. 282. 



Mr. Business Man, this 
Should Be Your Bank 

CfThe Commercial National 
has been a factor in the upbuilding 
of this community for years. ^ Its 
capital of $250,000.00, itssurplus of 
$125,000.00,anditsdepositsof $1,780,000.00 
are substantial proofs of its co-operation 

with our city and county -our citizens and business 
houses. *I You need us and we need you. *& Begin 
a checking account with us today. €| Tomorrow 
you will begin to realize the wisdom of the step. 
€]} It will take only a few minutes to talk it over. 
We invite you to call. 

The Commercial National Bank 



197 



Commercial and Savings Departments 
Combined. 

When a bank wishes to solicit both commercial 
and savings accounts at one and the same time, a 
letter should be designed to cover the general list, 
touching upon all of the phases of the business. Be- 
low we present a number of forms prepared for this 
purpose, including letters and folders. 

Form No. 283. 

Dear Friend: 

Nothing helps you in your efforts to succeed more 
than good bank connections. Whether you are doing 
business through a commercial account or are setting 
aside your accumulations in a savings department, the 
situation remains unaltered. 

We have every facility for safety and progress that 
the best banking practices dictate. Our officers and 
directors are men of high standing and excellent re- 
pute in the community. Our record has been one of 
steady growth, and we have personally put back into 
the surplus fund a liberal portion of the bank's earn- 
ings. 

We make a practice of co-operating fully with our 
depositors, and you will find we are always ready to 
extend to you our counsel and best advice on all 
monetary and investment matters. Enclosed here- 
with you will find a booklet containing a condensed 
copy of our most recent statement. 

198 



COMMERCIAL AND SAVINGS DEPARTMENTS 

Hoping that we may have the pleasure of seeing 
you shortly, we remain, 

Very truly yours, 

Inter-State Ban.k, 

By C. Chalmers, Cashier. 
Form No. 284. 
Dear Friend: 

Everything in the line of material progress is 
achieved through addition — and the safest way to 
accumulate is to conduct your financial affairs through 
some good solid bank where your money will be 
secure, and where you will have at your command 
every banking facility. 

During the ten years of the existence of the Inter- 
State Bank, we have grown from a small institution 
of $10,000 capital and $75,000 in deposits to an organi- 
zation with $50,000 capital, $20,000 surplus and $486,- 
000 in deposits. Not one of our depositors has ever 
lost a penny in this bank. Our funds are invested in 
the best classes of securities and commercial paper. 
On all savings accounts we pay an annual interest 
rate of 4 per cent., which, is compounded the first of 
January and the first of July of each year. 

By doing business through a good bank, you are 
not only able to keep a constant check on your busi- 
ness or personal affairs, but you are also placed in 
position where you are better able to seize opportuni- 
ties when they present themselves. 

We want to have you call and talk it over, whether 

you contemplate a checking account or a savings 

account. We want to prove to you conclusively that 

we merit your business. Call at your first opportunity. 

Very truly yours, 

Inter-State Bank, 

By C. Chalmers, Cashier. 
Form No. 285. 
Dear Friend: 

You will agree with us that the greatest friend in 
need is money in the bank. Just how you prosper in 
199 



ROTHSCHILD'S BANK ADVERTISING 

piling up a surplus depends largely on yourself and 
partly on your bank. We have always been glad to 
advise our depositors in any way we could benefit 
them, and we always have money to loan on good 
securities. 

The Inter-State Bank transacts its business through 
two thoroughly intrenched departments, namely: its 
commercial department and its savings department. 
To business men, large and small, we extend the best 
facilities, and to those who wish to join us as depos- 
itors of our savings department we will pay 4 per cent, 
interest, compounded twice a year. 

Everything worth while must have its beginning, 
and it is a whole lot better to start in a small way 
than to not commence at all. It will only take a few 
minutes for you to talk it over, and you will find that 
time well spent. Come to see us even if you are not 
ready to open an account, and make preparations in 
that direction. 

Very truly yours, 

Inter-State Bank, 

By C. Chalmers, Cashier. 
Form No. 286. 
Dear Friend: 

Every man, woman, boy and girl is concerned with 
the saving of money, and the most desirable way to 
save is^ through opening a bank account. Many of 
the business men who maintain checking accounts with 
the Inter-State Bank, deposit their surplus earnings 
in our savings department, receiving our regular rate 
of 4 per cent, per annum, which is compounded twice 
a year. 

The most difficult thing about a bank account is to 
begin. We make this very easy by accepting savings 
deposits of $1.00 and upward. After that you will find 
that you are governed by a keen regard for system- 
atic saving, and that you regulate your expenditures 



COMMERCIAL AND SAVINGS DEPARTMENTS 

to our income — and scarcely before you realize it, you 
have a most excellent start. 

The Inter-State Bank is an exceptionally strong 
institution. Step by step it has grown — in ten years 
from deposits of $75,000 to deposits of $486,000. Many 
of the most substantial people in this community 
started with us in a small way. Our officers and 
directors are composed of the leading business men of 
the city, and those officials in active charge of the 
bank have had many years of experience in banking 
and financial matters. 

We shall be glad to see you very shortly, and 
remain, Very truly yours, 

Inter-State Bank, 
Form No. 287. By C. Chalmers, Cashier. 

Dear Friend: 

It is always our object to interest men and women, 
old and young, in looking after their material welfare 
to the point of becoming depositors in our bank. The 
bank in which one transacts business has a great deal 
to do with one's success. We have always made a 
practice of consulting with our depositors upon mat- 
ters of investment or their other financial affairs, and 
have very frequently saved them from making false 
steps in this direction. 

The bank that takes an interest in you and helps 
you in the accumulation of your own fortune is really 
the most substantial kind of friend to have. The 
Inter-State Bank is equipped to care for both check- 
ing and savings accounts, paying 4 per cent, per 
annum on savings and compounding the interest twice 
every year. 

You will find enclosed herewith a booklet contain- 
ing some interesting facts, and giving also the most 
recent statement issued by this bank. We await your 
coming, and remain, 

Very truly yours, 

Inter-State Bank, 

By C. Chalmers, Cashier. 



ROTHSCHILD'S BANK ADVERTISING 

Form No. 288. 
Dear Friend: 

Everybody either pushes his own ajffairs or is 
pushed by them. Making money, which is uppermost 
in people's minds, is a scientific, systematic thing. 
Without a bank account, your efforts must always be 
more or less haphazard, but once you get into posses- 
sion of either a checking or savings account, you look 
at the situation in a much different light. 

We are enclosing herewith a booklet that we are 
sure you will find interesting, particularly as it gives 
our latest statement showing the solid foundation 
upon which we have built. In this booklet, we cover 
both our checking and our savings department. There 
will certainly come a time when you will feel the need 
of ready money, and if you have that money available 
in a good solid bank, you have won a large part of 
the battle. 

The earliest time possible to call is the most advis- 
able time, and there is nothing like talking it over. 
Hoping we may have the pleasure of your early visit, 
we remain, 

Very truly yours, 

Inter-State Bank, 

By C. Chalmers. Cashier. 
Form No. 289. 
Dear Friend: 

Prosperity and hard times are sometimes beyond 
our control — but in the majority of instances, by sys- 
tematically governing ourselves during our prosperous 
days, we determine the measure of our well-being 
when things are not so fortunate. 

The Inter- State Bank needs you to co-operate with 
it, and when you stop to think the matter over, we 
are sure you will see that you need the Inter-State 
Bank. There isn't a facility that is lacking, and you 
will find that when you travel away from home, bank 
connections are very valuable, not only for the stand- 



COMMERCIAL AND SAVINGS DEPARTMENTS 

ing they give you, but for the convenience of secur- 
ing funds by drawing on your own reserve. There 
is no account too large or too small to merit our sin- 
cerest consideration. 

We ask that you note the names of our officers and 
directors, every one of whom is a man of standing and 
integrity. Above all, avoid any fear of the future by 
preparing for it today. We shall be glad to have you 
call at any time, and the sooner the better. 
Very truly yours, 

Inter-State Bank, 

By C. Chalmers, Cashier. 

Form No, 290. 

Dear Friend: 

A few days ago, the directors of the Inter-State 
Bank met and decided to compile a list of desirable 
men and women, and write to them for our own 
good and for theirs. We are just inaugurating a cam- 
paign to increase the total of our deposits from the 
present very agreeable figures of $486,000, to which 
point we have built in the past ten years. 

We are coming to you and asking your patronage 
for either our commercial or our savings department, 
as your needs require — on the foundation of our expe- 
rience in the banking business. Those associated with 
this institution have all had a large number of years 
of experience in banking. 

We have learned how to co-operate with people 
and make the relationship mutual throughout. We 
have one of the finest fire-proof vaults in the state, 
and we have secured the best burglar-proof safe that 
money can purchase. We look after the security and 
safety of your funds at all times, and we want to have 
you become interested with us to the extent of open- 
ing an account right away. 

Merchants, manufacturers, farmers, wage-earners, 
professional people — all find the Inter-State Bank the 

203 



ROTHSCHILD'S BANK ADVERTISING 



most agreeable place for the transaction of their busi- 
ness. We await your call, and remain, 
Very truly yours, 

Inter-State Bank, 

By C. Chalmers, Cashier. 
Form No. 291. 
Dear Friend: 

Although we have written to you in the past, we 
believe in being persistent, because we have some- 
thing of merit that sanctions this persistence. 

The Inter-State Bank has been more than a mere 
depository for money. It has assisted materially in 
the upbuilding of this community, by keeping the 
money at home and using it very largely for the bet- 
terment of local enterprises. At the same time, we 
have encouraged citizens of this section to set aside 
a large part of their earnings so that they would have 
at their command surplus funds to tide them over in 
periods of retrogression, and to point the way to new 
endeavors. 

It is immaterial to us whether you prefer to start 
a commercial account or a savings account, because 
we can serve you equally well in either instance. We 
are enclosing a booklet herewith that contains, among 
other things, a copy of our latest statement. Read — 
and think about it. Be around to see us as soon as 
you possibly can. 

Very truly yours, 

Inter-State Bank, 

By C. Chalmers, Cashier. 
Form No. 292. 
Dear Friend: 

Riches and poverty are only relative conditions, 
because the rich of today were, in ninety-nine cases 
out oi every hundred, poor only a few years ago. 
Beginning in a small way is the principal thing, and 
it is just as necessary for you to have right bank con- 
nections, whether you are in business for yourself 
204 



COMMERCIAL AND SAVINGS DEPARTMENTS 

and need a checking account, or are working for a 
salary and require a savings account. Do not figure 
that we want only large deposits. We have seen too 
many instances where the small beginning has even- 
tually brought about the larger things. 

Besides that, we pay 4 per cent, interest, com- 
pounded semi-annually, on all savings accounts, accept- 
ing any amount from $1.00 up. Save money — start 
now. Do not worry how little your beginning may 
be. Put your money where you can see it pile up 
and know it is doing you some good. Keep it where 
it will be safe from theft or the impulse to spend it. 

We have started numerous men and women in 
both our commercial and savings departments in the 
past few months, and having the right bank connec- 
tions has lent a new purpose to them, with the result 
that their experience is a revelation to them. 

We should be glad to have you call, and we want 
you to come right away. 

Very truly yours, 

Inter-State Bank, 

By C. Chalmers, Cashier. 
Form No. 293. 
Dear Friend: 

It isn't the easiest thing in the world to make cold 
type talk, but if you read this letter clear through to 
our signature, you will agree that what we have said 
is absolutely correct. 

The first thing that you want to know about your 
money is its safety. Money hoarded away is a temp- 
tation both to yourself and to other people. Your dol- 
lars locked away in the steel recesses of our Bre-and- 
burglar-proof vaults will relieve you of all the worry 
that money can bring. 

In the transaction of business, there is nothing that 
quite equals a checking account, where you can keep 
a nice balance from day to day showing the relation- 
ship of your income to your outgo. And as you have 
any idle funds, place them in our savings department 
205 



ROTHSCHILD'S BANK ADVERTISING 



and receive 4 per cent, interest annually, compounded 
every six months. We are also prepared to make 
loans on real estate, other securities and good com- 
mercial paper. We make no charge for drafts or 
exchange to our customers. We transact business in 
a business-like way, and you will be pleased to see how 
fairly we treat you from the beginning. We await 
your coming, and remain, 

Very truly yours, 

Inter-State Bank, 
Form No. 294. By C. Chalmers, Cashier. 

Dear Friend: 

The best endorsement any person can have is his 
or her credit rating. The safest and surest way to 
secure this credit is through your bank. We believe 
you understand and appreciate the value of transact- 
ing business through a checking account. Not only 
does it give you an absolute receipt for everything you 
pay out, but it also places your banker in a position 
where he can say a good word for you as your busi- 
ness affairs broaden. An excellent credit at home 
means an extension of credit beyond local confines. 

When your banker can say that you have been 
straightforward in all your transactions, you have gone 
a long ways toward establishing yourself. Again, 
there may come a time when you can make consider- 
able money if you could borrow some money — and 
then the value of credit is appreciated. Preference in 
rates and amounts is always given to customers, no 
matter whether you patronize our commercial or our 
savings departments. We should like to have you 
come to see us and talk it over. 

Very truly yours, 

Inter-State Bank. 
Form No. 295. By C. Chalmers. Cashier. 

Dear Friend: 

To be systematic is to be observing, and if you 
have noticed the various bank statements published 
206 



COMMERCIAL AND SAVINGS DEPARTMENTS 

at different times, you must admit that the one with 
the largest figures has impressed you. If a bank stood 
still, it would get nowhere for itself and for its patrons. 

Ten years ago, when we started, we had deposits 
of $75,000 to show for our first year's efforts. Now 
our deposits amount to $486,000, and during that inter- 
val we have ridden through a severe financial depres- 
sion and never stopped growing. 

We like to talk about our size, but we have never 
struggled for magnitude at the expense of soundness. 
We always invest our funds where they will be the 
safest, and where they can be turned into money 
quickly and without loss. Both commercial and sav- 
ings account deposits with us have every safeguard 
thrown about them that conservative banking experi- 
ence can grant. 

Keep in mind the fact that any bank can transact 
your every-day business when things are running 
along smoothly, but that the bank to tie to is the one 
that renders the same services during stormy financial 
periods. We also have a large cash reserve, and our 
officers have been very liberal in extending their advice 
and assistance to those who found themselves facing 
a monetary problem. 

We have told you only a few of the valued reasons 
why you should bank with us, and we hope to see 
you very shortly and talk it over more fully. 
Very truly yours, 

Inter-State Bank, 

By C. Chalmers, Cashier. 
Form No. 296. 

Dear Friend: 

We dare say it would be impossible to pick up an 
issue of any paper in the land without seeing some- 
thing in it regarding the higher cost of living. As 
some philosopher recently said, "It isn't the higher 
cost of living that troubles us any, but the cost of 
higher living. ,, 

207 



ROTHSCHILD'S BANK ADVERTISING 



The truth of the matter is — too many people try to 
operate independent of the bank. Business men and 
women at times think it is possible to run purely on 
a cash basis, and yet, when they seek credit, the first 
people their creditors will turn to is their bank. If 
they can point to no bank, their credit is judged 
accordingly. 

Now, as a matter of fact, while we have become 
accustomed to better living than formerly obtained, 
our earnings have increased proportionately. Statis- 
tics show that in 1880, throughout the entire coun- 
try every man who earned $91.00 spent $89.00 for liv- 
ing expenses; while in 1910, every man who earned 
$194.00 spent $171.00. 

It is possible to make more and save more than 
ever before, and our savings department will encour- 
age you in paying you 4 per cent., which is com- 
pounded twice each year. Today is always the best 
time to save, and we want to number you among our 
depositors. In fact, we shall expect you to call. 
Very truly yours, 

Inter-State Bank, 

By C. Chalmers, Cashier. 
Form No. 297. 
Dear Friend: 

We want to explain to you what guarantees you 
safety when you bank with us. The Inter-State Bank 
was organized under the laws of this commonwealth 
for the purpose of the transaction of a regular banking 
business. We are accountable to the state not only 
for how we transact the affairs of this institution, but 
also to the matter of the kind of securities in which 
the funds we are entrusted with are invested. 

The state cloesn't place any such laws on you, but 
gives you a free hand to take any chance you desire. 
Consequently, you are not hedged in by the conserva- 
tive requisites that we face, and added to what the 
state exacts is our own experience. The combination 

208 



COMMERCIAL AND SAVINGS DEPARTMENTS 

of these very excellent conditions can mean only one 
thing, which is the safeguarding of your funds at all 
times. 

In our savings department we pay 4 per cent, 
annual interest, compounded twice every year, and in 
our commercial department we give you every facility 
for the maintenance and operation of a checking ac- 
count. Safety is always a big thing, and in the Inter- 
State Bank it has been the governing factor. 

We want your patronage — and we know that we 
merit it. Begin even in a small way, but don't delay 
the time of starting. Hoping to have the pleasure of 
your early call to talk it over, we are, 
Very truly yours, 

Inter-State Bank, 

By C. Chalmers, Cashier. 
Form No. 298. 
Dear Friend: 

A great many of the best customers of this bank 
began with a savings account amounting to only $1.00. 
They found that a little money, set aside, will eventu- 
ally grow into a considerable sum. 

By depositing only $2.00 a week, your savings in 
five years will amount to $585.00, of which $65.00 is 
interest. This is money that has come to you with- 
out any personal effort, and the moment you begin to 
save, you begin to strive and earn more, so that you 
may increase your savings. 

Many of the most substantial business men in this 
community began as young men with savings ac- 
counts. They learned how to build, and they are 
provided for during the balance of their lives. You 
will find every facility in the Inter-State Bank that 
you could possibly desire, and we hope that you will 
not delay the time of calling and opening an account. 
Very truly yours, 

Inter-State Bank, 

By C. Chalmers, Cashier. 

209 



ROTHSCHILD'S BANK ADVERTISING 

Form No. 299. 

Dear Friend: 

Everybody desires to be successful, and success is 
due to economy and thrift more than most folk imag- 
ine. Our savings department has opened the way to 
a great many men and women, young and old, to pile 
up the accumulated surplus of their efforts. 

Every prosperous man is always proud to tell of 
the time of his initial start. We always cultivate the 
small investor, because every large account that is 
substantial has grown from a modest beginning. 
Every depositor of this bank always receives a hearty 
welcome, and you will find that the advice we give 
you on investment matters will assist you in making 
money. 

Soundness, absolute confidential dealings, experi- 
ence, high standing and facilities add to the strength 
of this bank and endorse it for your consideration. 
Do not hesitate about looking up the standing of our 
directors and officers. Ask for one of the most recent 
statements of the bank and study it. We are going 
to look for your early call, because we are sure you 
will join us and succeed with us. 
Very truly yours, 

Inter-State Bank, 

By C. Chalmers, Cashier. 
Form No. 300. 

There are always some people of your acquaint- 
ance who are doing better every day. They are get- 
ing ahead in the world. They are better situated now 
than they were a year ago, while others are continu- 
ously falling behind. 

Sometimes this condition is due to their misfor- 
tune, but more frequently it may be traced to improper 
care in the spending and handling of money. It doesn't 
make any difference when the date was stamped on a 
dollar, because it can never get old enough to take 
care of itself. 

210 



COMMERCIAL AND SAVINGS DEPARTMENTS 

Contempt of the small savings is what holds a great 
many people from the larger successes. Some men 
and women make thousands of dollars a year and are 
always in debt. Others make hundreds and always 
have a surplus. Our savings department, in which we 
pay 4 per cent, annual interest on all deposits, our 
time certificates of deposit bearing the same interest 
rate, and our checking accounts, for which we furnish 
check and pass-books free, are all designed for the 
conservation of funds. 

We make money only by helping other people make 
money, and through keeping your funds working, we 
reach a little better position for all of us every day. 
Money that is spent or is hidden around the house 
earns nothing at all. Thieves may steal it, or fire may 
destroy it. Again, it is a constant temptation for you 
to spend it. And above all, right bank connections 
will assist you materially in the upbuilding of your 
business either as a wage-earner or as a proprietor of 
some enterprise. 

We suggest that you call and talk it over with us, 
and once you have started an account in the Inter- 
State Bank, you will find ten reasons for its desirabil- 
ity to every one reason that we could advance. 
Very truly yours, 

Inter-State Bank, 

By C. Chalmers, Cashier. 
Form No. 301. 

Dear Friend: 

The bank for the people must mean for all the 
people — where the largest depositor receives no more 
consideration than the smallest depositor. We have 
helped so many hundreds of people take care of their 
dollars and increase their accumulation, both in the 
form of savings and in their commercial affairs, we 
know we can be of the same assistance to you. 

There is always a right time for everything, and 
when it comes to the safeguarding of your money, 



ROTHSCHILD'S BANK ADVERTISING 

today is by far the best time to start. The enclosed 
booklet places before you some interesting and whole- 
some food for thought. Part of this booklet is a state- 
ment of the Inter- State Bank. 

Guaranteeing you absolute strength and security, 
studying the needs of all our customers and caring 
for them and counseling with them in monetary affairs, 
making loans on approved securities, assisting in the 
development of the city and county, treating all cus- 
tomers courteously at all times, and growing continu- 
ously, we give to you every strong argument that 
could possibly be advanced for your patronage. The 
rest depends on you, and we feel satisfied you will 
lose no time in showing your own confidence in us. 
Let our relations begin at once. 
Very truly yours, 

Inter-State Bank, 

By C. Chalmers, Cashier. 
Form No. 302. 
Dear Friend: 

Perhaps right at this time you are in doubt. There 
is something you contemplate doing and you want 
advice. If you were in doubt regarding your physical 
condition, you would want to consult the best physi- 
cian. If you were engaged in litigation, you would 
feel like calling to your aid some capable attorney. 
If you wanted to build a house, you would seek the 
services of an architect. 

But where you have one physical trouble, one legal 
question or one problem in building, you have scores 
of a monetary nature — therefore, consult your banker. 
The Inter-State Bank is composed of monetary spe- 
cialists who have grown up in this line of business 
and who have excelled in it. Everything we do is 
done properly. Those who patronize either our com- 
mercial or savings department understand the help of 
co-operation that is so necessary to the success of 
these men and women. 

2I2S 



COMMERCIAL AND SAVINGS DEPARTMENTS 

The Inter-State Bank is an institution desirous of 
being of service to you, and all advice on how to make 
your savings earn is given without cost. Instead of 
being persuaded to buy so-called gilt-edge securities 
with promises of fabulous returns, you should look to 
the safety first of all. We want you to start with us, 
and hope you will not delay. 

Very truly yours, 

Inter-State Bank, 

By C. Chalmers, Cashier. 
Form No. 303. 
Dear Friend: 

We are enclosing with this letter a condensed 
statement of our latest official report to the State Bank 
Examiner. We ask your special attention and con- 
sideration of our splendid growth in deposits and 
resources. You must agree with us that there has 
been a reason for this. This reason is to be found in 
the fair, impartial and honest manner with which we 
have dealt with all our customers. 

Whether you have a checking account or a sav- 
ings account, you will find the best banking practice 
securing you and safeguarding your funds. Not only 
are we working hard to increase our deposits, but we 
believe we are justified in asking for them. 

Every year since our organization we have grown, 
until today the deposits in this bank aggregate $486,- 
000. If you haven't an account with a bank, begin 
one with us immediately; and if you maintain an 
account and contemplate a change, let us serve you. 
On savings we pay 4 per cent, annually, which is com- 
pounded twice every year, and those of our patrons 
who have checking accounts and who wish to draw 4 
per cent, annual interest on their surplus, will find 
our time certificates of deposit especially adapted to 
their needs. 

Incidentally, we naturally grant the major portion 
of our favors to our regular depositors, and the time 
may come when you wish to secure a loan to further 
213 



ROTHSCHILD'S BANK ADVERTISING 

some enterprise in which you are interested. You will 
find us always ready to advise you, and you will find 
our advice worth taking. 

We wish you every success, and hope to see you 
soon. Very truly yours, 

Inter-State Bank, 

By C. Chalmers, Cashier. 
Form No. 304. 
Dear Friend: 

Do you know that there are 13,500 cities and towns 
in the United States on which we accept bank checks 
at par? This list includes practically every important 
locality in the country, and this arrangement saves 
our depositors considerable cost in the exchange on 
out-of-town checks. Further than this, instead of buy- 
ing postofnce and express orders, you will always find 
that as a regular customer of this bank you are charged 
no exchange at all, merely paying the face of the draft. 

Business men and women — no matter how large or 
how small their enterprise may be — will always find 
that we are ready to grant a compensatory line of 
credit. There is nothing like good bank connections 
for helping you finance things in which you are inter- 
ested. And there is no security more desirable than 
a savings bank account or time certificates of deposit, 
on which you receive 4 per cent, interest. While you 
are entirely familiar with the convenience and facili- 
ties that a good bank account can grant you, you will 
know only remotely the desirability of maintaining an 
account with the Inter-State Bank. 

Can't you call and talk it over? We should like 
to see you right away. 

Very truly yours, 

Inter-State Bank, 
Form No. 305. By C. Chalmers, Cashier. 

Dear Friend: 

We have adopted a number of systems in the Inter- 
State Bank that will greatly benefit you without les- 
214 



COMMERCIAL AND SAVINGS DEPARTMENTS 

sening the protection we grant to all our depositors. 
We have made preparations to loan more money the 
coming year to farmers, merchants and laboring peo- 
ple than we have ever done in the past. 

There often comes a time when one can borrow 
money and make considerable profit. The main thing 
is to have an established bank credit, and a bank offi- 
cial will always listen to a regular depositor where he 
will not seriously consider the proposition of an out- 
sider. 

Perhaps you do not realize this truth, but the fact 
remains that the nature of your business with a bank 
determines the credit for you whether you ask for it 
or not — and we are satisfied that you will find the 
Inter-State Bank, in its relation to you, the most sat- 
isfactory beginning for your success that you could 
encounter. 

While you have money on deposit with us, you 
are helping us, and when you need money we are 
always ready to assist you. If the time never comes 
when you care to become a borrower, there is often 
more' reason why you should keep your money in our 
bank. We always carry sufficient burglar insurance 
to protect all the funds we have on hand, and in addi- 
tion we have the safest vaults that can be constructed. 
Just add these things to the careful and conserva- 
tive methods we use in banking and we feel sure that 
a saving or checking account will be of material assist- 
ance to you. We hope to have you call within the 
next day or two, and we want you to consider an 
account, no matter if it is in a small way. You may 
open a savings account with so small a sum as $1.00, 
or you may deposit thousands if you are able to — but 
you are treated just the same in any event. 
Very truly yours, 

Inter-State Bank, 
Form No. 306. By C. Chalmers, Cashier. 

Dear Friend: 

When a bank goes out of its way to prove its 

2T5 



ROTHSCHILD'S BANK ADVERTISING 

standing and integrity, doesn't that institution make a 
bid for your consideration? 

We ask you to read over the enclosed copy of the 
certificate of John H. Jennings, public accountant in 
this city, which certifies that he has examined our 
books, counted our cash, checked over the bills receiv- 
able, etc., and found them all to be correct. The result 
is the statement that is appended to the enclosure. 

Now, the reason we did this was to live up to our 
obligations to our regular depositors, proving to them 
the solidity of the bank; and also to give to outsiders 
an insight into the way we transact our business. 

During the past year, as you will note, we have 
placed into our surplus fund S^.'^o of our earnings, 
illustrating our belief in our own institution. We 
know that it is your desire to place your funds in the 
hands of bankers who have fully demonstrated their 
ability to handle your money. This we have done, 
and you will rind the results of opening an account 
with us mutual. 

While you are helping us, we are assisting you 
and giving you the safety of every security and facil- 
ity. Remember that our savings department pays 4 
per cent, annual interest on all deposits, and com- 
pounds this interest twice each year. Further than 
that, we issue time certificates of deposit to those who 
have checking accounts and wish to have their sur- 
plus funds earn money. These certificates also pay 4 
per cent, a year. 

We want you to call on us and talk it over. Do 
it today. 

Very truly yours, 

Inter-State Bank, 
Form No. 307. By C. Chalmers, Cashier. 

Dear Friend: 

The laws of our state demand that twice each year 
we make a full and complete report of our company 
to the state bank examiner. In addition to this, four 

216 



COMMERCIAL AND SAVINGS DEPARTMENTS 

times a year our directors conduct a special examina- 
tion on their account. Besides this, every important 
loan is passed upon by the directors, and this com- 
mittee meets twice a week in the directors' room of 
the bank to go over these intimate affairs. 

We think you will understand, after considering 
these points, why we are so persistent in telling you 
that the Inter-State Bank should be your bank. We 
invite you to come and see us about any financial or 
business move, and to take advantage of our facili- 
ties and our experience, through becoming one of our 
depositors. 

It is very easy to start things in the right way. 
You will be immensely pleased with our methods of 
doing business, particularly when you see that we 
treat the smallest depositor with the same fairness 
and candor that we extend to the largest depositor. 
We have always built on the right kind of founda- 
tion, and every department in the bank is conducted 
on the same careful and conservative lines. 

We wish you could arrange to start an account 
right away if it is possible, and we remain, 
Very truly yours, 

Interstate Bank, 

By C. Chalmers, Cashier. 
Form No. 308. 
Dear Friend: 

In this truly remarkable age of the wireless tele- 
graph and telephone, automobiles, motorcycles and 
airships, nearly everybody seems to be imbued with 
the necessity of speed. There are times when speed 
is most commendable, but there are other times when 
you should make haste cautiously. 

Whenever you are dealing with the dollars you 
have gained through hard, patient work or superior 
ability, it should be your purpose to place that money 
in the hands of skilled specialists, whose reputations 
and standing are guarantees of what they will do for 

217 



ROTHSCHILD'S BANK ADVERTISING 

you. The very mania for speed that has made pos- 
sible some of our most marked inventions and achieve- 
ments has induced many of us to deviate from the 
careful lines of accumulation, for which the banking 
business stands. 

In this community are hundreds of men and women 
who have grown to larger and better success through 
the maintenance of a checking or savings account. It 
is our purpose to serve our customers in a manner 
that will make loss impossible, and gain possible and 
logical. 

We solicit your patronage either for your check- 
ing account or your savings account, and we don't 
want you to feel backward because your account may 
not be large. Many of our most successful depositors 
started an account with only Si.oo. On all deposits 
in this department we pay an interest of 4 per cent., 
compounded semi-annually. 

Won't you call and see us today? 
Very truly yours, 

Interstate Bank, 

By C. Chalmers. Cashier. 
Form Xo. 309. 
Dear Friend: 

Here are twenty reasons why you should be a 
depositor in this bank. 

1 — Success and thrift are one and the same thing. 
You must learn how to save money before you can 
learn how to make money. 

2 — The officers and directors of this bank are all 
well-known men. strong in experience and integrity. 

3 — In ten years our deposits have grown from 
$75,ooo to $486,000. 

4 — This bank always re-invests part of its earnings 
in its surplus account as additional security to its 
customers. 

5 — We are accountable to the state bank examiner 
for every detail of the conduct of our business. 

218 



COMMERCIAL AND SAVINGS DEPARTMENTS 

6 — Our directors personally conduct a thorough 
examination on their own account four times each 
year. 

7 — Twice each week, a committee on loans meets 
in our directors' room and carefully considers every 
application. 

8 — We specialize on making loans to our custom- 
ers and granting them every accommodation. 

9 — On all savings accounts we pay 4 per cent, 
annual interest, compounded every six months. 

1 a — We charge no exchange on checks or drafts 
when our customers patronize us. 

11 — We give advice free of charge on all financial 
and investment matters. 

12 — We have one of the finest fire and burglar- 
proof steel vaults in the state. 

I 3 — We carry insurance covering burglar losses on 
all the money we have on hand. 

14 — We keep our money invested in the most 
desirable securities, that can be converted into cash 
instantly. 

15 — The law restricts the kinds of investment we 
make. 

16 — We f^ay 4 per cent, interest on time certificates 
of deposit 

17 — We always carry a large cash reserve. 

18 — Funds may be withdrawn at any time. 

19— We treat all of our customers confidentially. 

20 — We study the needs of our customers and pre- 
pare to meet them. 

Believing, after a consideration of these reasons 
you will be with us as a depositor, we remain, 
Very truly yours, 

Inter-State Bank, 

By C. Chalmers, Cashier. 

The above letters give a variety of forms for 
banks maintaining both commercial and savings de- 
partments. We have selected the state bank as the 
219 



ROTHSCHILD'S BANK ADVERTISING 

one doing the advertising, because a national bank 
would operate its savings department as a separate 
institution, which would then be amenable to the 
advertising we have already outlined for savings banks. 
Now, to accompany these letters there should be a 
variety of booklets. We advocate folders that are 
brief and to the point. They may be printed so that 
one fold will make them fit in a 6 or 6 J / 2 inch envel- 
ope. The folders follow: 
Form No. 310. 

Your Bank 



If you stopped to consider the situation in its right 
light, the Inter-State Bank is YOUR bank. It was 
organized and has grown for just such people as YOU. 
This applies with equal force whether you are a large 
owner or a small owner in this world's goods. 

The dollar of the poor man is worth just as much 
as the dollar of the multi-millionaire. Therefore, we 
consider every one in conjunction with his monetary 
transactions with us. He is secure because our direct- 
ors and officers are men who have made enviable repu- 
tations for themselves as honest, progressive men. 

The bank's vaults were built to endure. They are 
constructed to withstand attacks from burglars, fire 
or storms. We are careful about the classes of securi- 
ties we buy. These may be converted into money on 
short notice. 

We want you to consider the Inter-State Bank as 
YOUR bank, because your dealings with it will build 
up your credit. They will teach you how to be cau- 
tious and conservative. Monetary relationship is the 
keenest kind of relationship in the world. 

You will find appended hereto our latest statement. 
You will note we have grown and that we are strong 
and enduring. We have weathered all the periods of 



COMMERCIAL AND SAVINGS DEPARTMENTS 

retrogression that have come during our existence. 
If you are not a depositor, begin right away. 
Very truly yours, 

Inter-State Bank. 
Form No. 311. 

Building Your Credit 



Maybe you have not been a borrower of money, 
and maybe you don't intend to be — but the time may 
come when you will see some opportunity for increas- 
ing your wealth by being able to borrow the money 
to complete your transaction. 

People who don't understand banking methods 
want to know how and where the bank makes money. 
A certain percentage of the deposits placed in the 
hands of the Inter-State Bank go into good first-class 
securities. Part of the balance is utilized in making 
loans to firms and individuals who have the proper 
credit rating or who offer desirable securities. The 
interest on this money is turned back into the bank's 
earnings. 

The time may come when you will want to be 
a borrower because you can profit by borrowing. And 
if you have been a regular and steady depositor in this 
bank, you will find no difficulty in receiving the proper 
accommodations. 

It is really impossible to go through life, either as 
a wage-earner or as a business man or woman, with- 
out some credit standing. And bank connections are 
absolutely vital toward this end. 

We maintain two departments: one for commer- 
cial or checking accounts, and the other for savings 
deposits. On all savings accounts we pay an annual 
interest rate of 4 per cent., and those who have check- 
ing accounts may arrange to earn interest on their 
surplus by putting their excess earnings into time cer- 
tificates of deposit, which draw 4 per cent, per annum. 



ROTHSCHILD'S BANK ADVERTISING 

We ask that you glance over the attached state- 
ment and note that we have persistently grown. We 
want you as a depositor, and you want us to assist 
you in the upbuilding of your financial well-being to 
your credit. 

Very truly yours, 

Inter-State Bank. 
Form No. 312. 

A Little Story of Success 

Did you ever stop to think that the bank is merely 
a great mirror in which is reflected the welfare of 
those who reside in the community where the institu- 
tion has its being? The enormous figures shown in 
the statements of banks fully go to prove that indi- 
viduals, through thrift and economy, have become 
successful. 

The success of saving is really just as great a 
thing as the success of earning. Those who earn sal- 
aries or those who employ labor are dependent either 
on checking accounts or savings accounts — and their 
success very largely depends on the bank they pat- 
ronize. 

To be able to go to your bank when you are in 
doubt, and receive counsel without cost, is a wonder- 
fully big asset. Sometimes the banker's experience 
would be valuable to you when you do not know 
exactly which way to turn. And besides that, there 
is the safety of transacting 3^our_ business through a 
reputable banking house. 

You can learn how to safeguard your money and 
how to earn more money, and how to interpret oppor- 
tunities when they are presented to you. The Inter- 
State Bank has done a great deal toward the upbuild- 
ing of this community, and it has brought about these 
benefits chiefly in two ways. 

In the first place, it has taught people how to save 
—increasing the ratio of individual prosperity in the 



COMMERCIAL AND SAVINGS DEPARTMENTS 

locality. In the second place, it has kept the money 
of the community at home where it could be used for 
the betterment of local industry. 

Study the statement 'of the Inter- State Bank that 
we append to this little talk. Note the magnitude of 
our resources, and consider that these sums are owned 
by men and women like yourself. 

Very truly yours, 

Inter-State Bank. 
Form No. 313. 

What A Bank Means To You. 



Just what any bank, and particularly the Inter- 
State Bank, means to you must be a matter of con- 
siderable concern. 

First, the Inter-State Bank can help you save 
money whether you maintain a checking account or a 
savings account. Through the proper banking prac- 
tices, this bank teaches you how to look after your 
own interests. 

Second, by being a regular customer of the Inter- 
State Bank, you establish a definite credit rating. 

Third, your money is placed beyond the possibility 
of loss through burglary, fire or similar causes. 

Fourth, you contribute to the welfare of the bank 
itself and to the community in which you reside. 

Fifth, your transactions with persons in this local- 
ity and at distant points, are simplified and sys- 
tematized. 

Sixth, your continuous study of your bank balance 
and its fluctuations makes you a closer student of in- 
come and outgo. 

Seventh, you are given a means of consultation on 
all perplexing financial and investment matters with- 
out charge. 

Eighth, your savings account or your time certifi- 
cates of deposit draw an annual interest of 4 per cent. 

Ninth, you become one of a great family of indus- 

223 



ROTHSCHILD'S BANK ADVERTISING 



trious people, who believe in looking forward to to- 
morrow. 

Tenth, you will always have every dollar of your 
deposits at your immediate command. 

We could name a great many other reasons, but 
these should give you food for thought, and should 
stimulate your action. 

Remember that we accept savings accounts of $1.00 
and upward. Many of our largest depositors started 
in a small way — therefore no account is too small or 
too large to merit our consideration. 

Very truly yours, 

Inter-State Bank. 
Form No. 314. 

A Bank For The People. 



The proud claim of the Inter-State Bank is that it 
is a bank for the people, and necessarily, by the people. 

When we opened our doors for business ten years 
ago, our capital was small and our circle of friends 
was limited. We have grown materially since those 
days, as the attached statement will indicate. 

The reason we have become such an important 
financial institution is because we made an intimate 
study of our depositors and their needs. Practically 
every one of our customers has come to us to discuss 
the desirability of some investment or some financial 
move. We have always counseled for their well-being, 
and we have worked with them for a more successful 
community. 

We have encouraged our customers to become bor- 
rowers when it was conclusively shown that they could 
better their conditions by using the money. We have 
encouraged men and women and young people to save 
money through the payment of 4 per cent, interest 
on savings accounts. This interest is compounded 
semi-annually, so that the very meagre sums of a* few 

224 



COMMERCIAL AND SAVINGS DEPARTMENTS 

years ago have kept on earning and increasing until 
they are substantial accounts today. 

We are going after more business because we merit 
it, and because we have fields for the employment of 
more capital. The more we can do for you, the more 
we can do for ourselves, which makes our relations 
mutual. 

We want to have you start an account, if you are 
not already a depositor, and we want to impress upon 
you that no matter how small it is, it will be acceptable. 
Very truly yours, 

Inter-State Bank. 

The above folders, which may be used as enclosures 
for a number of letters in the follow-up series, may be 
printed on an ordinarily good grade of paper, set 
about fifteen ems., and in either 8pt. or 10 pt. type, 
leaded. Being in the form of folders, it is not nec- 
essary for them to be saddle-stitched or to have 
covers. 

The letters and the booklets given in the fore- 
going are not to constitute a single campaign, unless 
so desired. The object is to give a variety of forms 
for those banks that maintain both commercial and 
savings departments. Therefore, a single letter or 
booklet will apply to either class. This is to simplify 
the circularizing of this particular type of bank. 



225 



Special Advertising. 

There are certain periods and a number of con- 
ditions that dictate special forms of letters and other 
classes of advertising. Christmas and New Years, 
the close of the bank's fiscal year, harvest time, any- 
marked advance in the community's progress, such 
as the construction of a railroad, large manufacturing 
plant, and so on — all afford reasons for advertising 
campaigns that will suit the requirements. 

One department has already been devoted to cer- 
tain special features, such as the construction of a 
new bank building, alterations, and the like, but that 
portion of this book does not answer all of the things 
in this direction. The following forms are for holiday 
advertising: 

Form No. 315. 

Inter-State Bank. 
Dear Friend : 

Kindly accept our sincerest wishes for a Merry 
Christmas and a Happy and Prosperous New Year. 
As the holidays approach, this bank always aims to 
have on hand a large quantity of new money, both in 
coin and currency, and of all denominations, for Christ- 
mas distribution. 

As the year's affairs draw to a close, it is with great 
pleasure that we point to the continued progress of 
the Prairie Bank. To our depositors and to the public 

226 



SPECIAL ADVERTISING 



generally, we combine with our good wishes an invita- 
tion to utilize all of the facilities of this institution. 

We are sending herewith an art calendar for the 
year 19.., which we trust will remind you each day 
of the opportunities of co-operation between yourself 
and the Prairie Bank. 

Again giving you our assurance that we shall be 
glad to see you at any time, and trusting that the com- 
ing year deals gently and liberally with you, we remain, 
Very truly yours, 

Prairie Bank, 
Form No. 316. By Will Browning, Cashier. 

Dear Friend: 

To you, as one of our depositors, it is our pleasure 
to extend our most generous greetings for the holi- 
days, and wishes for a successful New Year. We also 
desire that you accept our thanks for your patronage 
during the past twelve months. We feel that in no 
small way our success has been due to you, and we 
hope that, on the other hand, we have assisted you in 
building for greater things. 

The art calendar that we are sending to you is 
both for your daily use and a reminder that your bank 
is a substantial sort of friend to have. You can make 
us a present by introducing new depositors during the 
coming months. 

Growing in strength and resources, we desire to 
increase our utility and become more and more a bank 
for the people and by the people. We may mention 
also that, according to our custom, we have procured 
a lot of new money of all denominations, which we 
should be pleased to exchange for old money. The 
clean, crisp bills and the new, bright coins will prove 
very acceptable for holiday purposes. 

Once more wishing you every compliment of the 
season, we remain, 

Very truly yours, 

Prairie Bank, 
By Will Browning, Cashier. 
227 



ROTHSCHILD'S BANK ADVERTISING 

Form No. 317. 

There are always personal presents and community 
presents that concern every individual during the holi- 
day season. It is our earnest wish that you will profit 
liberally during the Christmas period, and we know 
that you will be pleased to learn that the Prairie Bank 
has prospered, with you. A few figures briefly stated 
will tell the story. 

Dec. 1, 1910, our deposits were $180,640.25. Dec. I, 
191 1, our deposits were $289,524.10. This was an 
increase of 60 per cent, during the year. We believe 
these figures indicate the regard of the people in gen- 
eral for the Prairie Bank. Before the business reces- 
sion of 1907 was well under way, our cash reserve in 
our vaults and in corresponding banks was 47 per cent. 
of all our deposits. 

Whenever crop conditions are poor, we refrain from 
the re-investment of our funds so as to be prepared 
to carry along producers. We want all our depositors 
to feel fully confident in our methods and our 
strength. 

You will find that during every banking day of the 
coming year you will be welcome. Trusting that both 
Christmas and the New Year bring happiness and a 
large measure of prosperity to you, we remain, 
Very truly yours, 

Prairie Bank, 
By Will Browning, Cashier. 
Form No. 318. 
Dear Friend: 

It is our pleasure to join with you in bidding a fond 
farewell to the passing year, and to extend our greet- 
ings to you for the New Year that will be replete with 
all the good things health and prosperity can bring 
to you. 

It has always been a source of pride with us in 
being able to assist in the upgrowth and building of 
our community, to help in the development of the sur- 

228 



SPECIAL ADVERTISING 



rounding country, and to do our part in making indi- 
vidual prosperity possible. 

Incidentally, this is a very good time to impress 
upon you the facts pertaining to our growth, progress 
and stability. During the year just closing, our depos- 
its increased 60 per cent. — or from $180,000 to $288,000. 
Thanks to our numerous and increasing friends in the 
community we made a new record and we are sure that 
the year 19. . will see even more progress in this direc- 
tion. 

By way of giving you a useful sort of reminder for 
our continued growth, we are sending an almanac for 
the coming year. As you consult it, remember its 
source and keep in mind that your bank is one of the 
best friends you have. All of those who are not 
depositors will find our facilities suited to their best 
needs, and those who are already depositors can vouch 
for our fair, conservative and progressive treatment. 

On all savings accounts we pay 4 per cent, per 
annum, compounded twice each year. 

Once more hoping the holiday season and the com- 
ing year will hold their very best in store for you, we 
remain, 

Very truly yours, 

Prairie Bank, 
By Will Browning, Cashier. 
Form No. 319. 
Dear Friend: 

The Prairie Bank extends to 3^ou its kindest and sin- 
cerest wishes for a Merry Christmas and a Happy New 
Year. It is our hope that the coming twelve months 
will bring to you an abundance of prosperity, because 
Ave know you will rejoice with us and our community 
in the splendid record created during the past year. 
We thank all of our depositors for the continued con- 
fidence and support given to us. It has been our aim 
to show to each and every one the same courtesy, no 
matter how small their patronage may be. 

We appreciate the fact that the depositor of little 
229 



ROTHSCHILD'S BANK ADVERTISING 



money places the same confidence in us that is shown 
by the depositor of large amounts, and that from the 
small beginnings the larger balances have been built. 
It is our hope that the pleasant relationships that have 
existed in the past will be continued in the future, and 
we would impress upon you the fact that every month 
finds our institution upon a new and better footing. 

The steady growth ot our deposits, and conserva- 
tism and experience that govern our every move, have 
combined to assist in no small way in the upbuilding 
of the community. 

Again trusting that the New Year holds its very 
best in store for you, we remain, 

Very truly yours, 

Prairie Bank, 
By Will Browning, Cashier. 
Form No. 320. 
Dear Sir: 

Just to get you to fill out the enclosed card we are 
spending 35 cents. That is the cost of the beautiful 
new art calendar that we want you to have. This is 
a little Christmas present from the Prairie Bank, and 
naturally it is our wish to have these calendars go to 
only those persons who are willing to ask for them. 
We are making these little Christmas gifts to our pa- 
trons, and others who will likely co-operate with the 
Prairie Bank after they have once learned its policy of 
progressive conservatism and courtesy to its customers. 

Incidentally, we ask that you read the enclosed 
statement showing an increase of 60 per cent, in depos- 
its during the year. 

Wishing you every success, we are, 
Very truly yours, 

Prairie Bank, 
By Will Browning, Cashier. 

The object of the above letter is principally to 
seize upon the holiday period as a means of opening 

230 



SPECIAL ADVERTISING 



communication with those who are not already de- 
positors of the bank. We have already outlined a 
letter with regard to sending an art calendar, but 
in the above case a second letter must be sent out 
at the time the card is returned. The reverse side of 
the mailing card will appear as follows: 
Form No. 321. 

Prairie Bank. Date 

Dear Sirs: 

I have received your kind invitation to send for one 
of your handsome art calendars for the coming year, 
and should be pleased to have you mail a copy to me. 
Very truly yours, 

Name 

Address 

The letter that will accompany the calendar, or that 
will go in the same mail, is given below: 
Form No. 322. 
Dear Sir : 

We are glad to have your request for a copy of 
our handsome art calendar, and we are mailing one 
to you under separate cover. It is our sincerest wish 
that during the year good fortune will be yours, and 
that you will not forget the Prairie Bank. 

From the time we started in business, we have 
shown satisfactory and commendable growth. Dur- 
ing the past year, our deposits have increased from 
$180,000 to $288,000— a record of 60 per cent. We 
always do everything in our power to assist our depos- 
itors, and we are always ready to grant accommoda- 
tions on the right kind of securities or acceptable 
paper. 

We know that once you begin relations with this 
institution, you will always be pleased with the fair 
treatment accorded you, and the strict business meth- 
ods of the bank. 

231 



ROTHSCHILD'S BANK ADVERTISING 

Assuring you that we shall be glad to see you at 
any time, we remain, with the compliments of the 
season, 

Very truly yours, 

Prairie Bank, 
By Will Browning, Cashier. 

Form No. 323. 

Dear Sir: 

You will receive, on the first of every month, one 
of our series of twelve art calendar lessons on bank 
depositing. The art subjects themselves are very 
good to look upon, and each day you are given a new 
reminder of monetary requirements and the advisa- 
bility of strong bank connections. 

Whether you require a checking account, or merely 
desire to save your money at a regular interest rate 
of 4 per cent, paid on all savings deposits in this bank, 
you will always find the accommodations everything 
that may be desired. The more money you have with 
us, the better it is for both of us and the better it is 
for the community at large. 

We extend our cordial invitation to you to visit us 
at the bank at any time, because our interests are 
mutual* - We are sure that you will like these calen- 
dars, and that they will be continuous reminders of 
the source from which they came. With kindest 
wishes, we remain, 

Very truly yours, 

Prairie Bank, 
By Will Browning, Cashier. 
Form No. 324. 
Dear Friend: 

There is no better way to start the New Year than 
with a calendar worthy of a conspicuous place in the 
home or the office. The enclosed card will entitle you 
to one of these calendars, that are being presented 
by this bank to its friends. 

232 



SPECIAL ADVERTISING 



In our opinion, the lithograph work is the hand- 
somest we have ever seen. It is a reproduction of a 
hand-painted oil landscape, entitled, "The Red Mill." 
There is harmony of color, blended with the tints of 
the evening sky, setting off the quaint details of the 
scene. 

It is our wish also to thank you for your kind con- 
sideration and patronage of the past, and wishing you 
a very Merry Christmas and a Happy and Prosper- 
ous New Year, we remain, 

Very truly yours, 

Prairie Bank, 
By Will Browning, Cashier. 

Very frequently, a more especial appeal can be 
made at Christmas time to the ladies, some of whom 
already may be depositors, the balance comprising 
a list of prospects. Some of the banks procure cook 
books or something of similar utility, with the name 
of the bank printed or stamped on the gift. 

At the beginning of each year, many ladies aim to 
keep a diary, and as these may be procured at a nomi- 
nal cost, they form the basis of good advertising for 
the bank. The best plan is to send them a card en- 
titling them to the gift upon presentation at the bank. 
At the time they call, booklets, folders, statements and 
other good advertising matter can be given to them. 
Incidentally, the cashier or one of the tellers is given 
an opportunity to personally suggest the starting of 
a bank account. The accompanying letter is for this 
purpose : 

Form No. 325. 
Dear Madam: 

The custom of wishing a Merry Christmas and a 
Happy New Year usually becomes more substantial 

233 



ROTHSCHILD'S BANK ADVERTISING 

when accompanied by some useful gift. We know 
that there is nothing more appropriate throughout the 
year than a good cook book. We have procured a 
limited edition of the White House Cook Book, and 
upon presenting the enclosed card at this bank, you 
will be entitled to a copy without charge. 

We want you to remember the Prairie Bank 
throughout the year, and to accept our most gracious 
thanks if you have been a depositor in the past, and 
to consider our excellent advice to open an account if 
you have not been a customer. 

There is no better way of making a record of prog- 
ress during the year than to be able to look at your 
pass-book and see just how much you have succeeded 
in saving at the end of each annual period. We be- 
lieve you will avail yourself of this opportunity to pos- 
sess yourself of this very excellent book, and if for any 
reason you can not call for it at once, a post-card ask- 
ing us to reserve a copy will be sufficient for the time 
being. 

Hoping the Christmas period and the New Year 
will bring you a multitude of joys, we remain, 
Very truly yours, 

Prairie Bank, 
By Will Browning, Cashier. 

Some banks prefer to send out a very brief form 
of greeting without any actual advertising being ap- 
parent. A letter to meet this purpose follows: 
Form No. 326. 

While none of us are capable of gazing into the 
isfactory year in the career of this institution, we wish 
to emphatically impress upon you our appreciation of 
the business confidence you have evinced in us, and 
the money you have intrusted to our care. 

While none of us are capable of gazing into the 
future with prophetic vision, each of us has the right 
to wish and to hope — and our hopes and wishes are 

234 



SPECIAL ADVERTISING 



that your Christmas may be merry, and your New 

Year filled to the brim with happiness and prosperity. 

Very truly yours, 

Form No. 327. 

Dear Friend: 

The presentation of this letter to the Prairie Bank 
any time before January 15 next, will entitle you to 
one of our handsome 19. . art calendars in colors. We 
have procured these calendars to show our apprecia- 
tion of the numerous favors granted to us by the con- 
fidence of our customers and friends during the year 
that is just closing. 

It is our hope and belief that these splendid rela- 
tions will continue, and wishing you a very Merry 
Christmas and a Happy New Year, we remain, 
Very truly yours, 

Prairie Bank, 
By Will Browning, Cashier. 

Form No. 328. 
Dear Sir: 

We take this opportunity to wish you and yours 
every prosperity possible during the year 19... We 
are enclosing a diary and account book which we 
believe you will find convenient. We enclose also a 
copy of our latest published statement, of which we 
are justly proud. 

We want to tell you that we fully appreciate the 
help you have given us in building up our splendid 
bank deposits of $288,000. We want you to make 
this bank your bank at any time and all the while. 
We are in business here for your convenience, and 
our facilities are your facilities. We shall always be 
glad to transact business with you. 

We feel sure you will always speak a good word 
to your friends regarding us, and we will thank you 

235 



ROTHSCHILD'S BANK ADVERTISING 

for any new account you may influence to our bank. 
Very truly yours, 

Prairie Bank, 
By Will Browning, Cashier. 
Form No. 329. 
Dear Sir: 

As the old year wends its weary length along and 
the New Year steadily approaches, we take this 
opportunity of sending you our annual calendar and 
memorandum book for the year 19. . . We trust that 
many of the notations that go upon the pages will be 
indicative of your progress and profit. 

It is our ambition to please you and serve you 
properly at all times. We have endeavored to the 
best of our ability to make our service to customers 
most satisfactory. Through experience, we know 
that it pays, and we shall continue in just this way. 

A great many new accounts have been opened dur- 
ing the past year and our deposits have grown 60 per 
cent., which we feel is a very excellent record, and is 
indicative not only of the hearty co-operation between 
us and our customers, but of the welfare of the com- 
munity generally. We try to make this bank a bank 
for everybody This means for the small depositor 
as well as for the large one. We want the business 
of the young men and women, and the older men and 
women, merchants, business men, the farmer — every- 
body. 

We are managing our institution on a basis that 
cannot help but make it progressive. We thank you 
most cordially for your patronage, and give you our 
word that we shall endeavor to merit its continuance. 

Hoping the coming holiday period will give you 
most genuine pleasure, and that every success will be 
yours during the New Year, we remain, 
Very truly yours, 

Prairie Bank, 
By Will Browning, Cashier. 

236 



SPECIAL ADVERTISING 



The above letters are designed, as indicated, for 
prospective customers and regular patrons. It is al- 
ways a good idea to enclose something with each let- 
ter. The booklets or folders used at Christmas time 
need not necessarily be devoted to topics of the sea- 
son, because with few exceptions, the enclosures 
should consist of arguments that are applicable at 
any time of the year. 

It is a very easy matter for a bank to send its 
good wishes to that part of the world it serves, and 
while this embodies a certain formality, it is a cus- 
tom that people expect. Its commission, therefore, 
may do little actual good, but its omission may do 
some harm. 

We commend attention to the various enclosures 
we have already given in this book, all of which will 
be just as applicable at Christmas time as at any other 

Harvest Letters. 

There are other seasons when special letters could 
be employed profitably. For example, there is the 
harvest time, which will present either one of three 
general aspects — the harvest may be good, or ordinary, 
or poor. No matter which condition prevails, a very 
emphatic reason arises why the bank should take ad- 
vantage of the situation and advertise it. 

Below we present forms that are written to 
cover these varying crop conditions. The first will 
be for a bumper crop. The product may be wheat, 
corn, live-stock, flax, or some northern or middle-west- 
ern product. It may be cotton, if located in the South, 
or it may be fruit — depending largely on the com- 
munity. We are assuming that the harvest period is 
237 



ROTHSCHILD'S BANK ADVERTISING 

bringing a large yield. One letter to go to both pros- 
pective patrons and regular customers, will meet the 
purpose better for many banks than a long campaign 
founded exclusively on the agricultural yield. In this 
connection it is well to observe that a good crop yield 
suggests the inauguration of an active advertising 
campaign for business, and under the various head- 
ings in this book will be found forms for letters, book- 
lets, and ads. suitable for the launching of this kind 
of advertising. 

Form No. 330. 
Dear Sir: 

Every indication suggests that this season will 
witness one of the best crops this section has been 
favored with for years. We have been keeping close 
account of the progress throughout the county, and 
have made pertinent inquiries among our friends, and 
strangers. Everybody agrees that this year's yield 
will be of the top class, which is very good news for 
you and for us. 

So far as the outlook at this time is concerned, 
good prices will prevail. Men who are in close touch 
with the market and who ought to be in position to 
know feel highly encouraged over all of the reports. 
This adds to the good news. 

After the moving of the crops, the money realized 
is going to go into the channels of commerce in some 
way or other. The fortunes of some people will 
amount to a good many thousand dollars, and to oth- 
ers only a few dollars; but whether it be large or 
small, much or little, you want to get a safe place to 
keep it. It isn't advisable to leave much money 
around your house or carry it with you. It doesn't 
make any difference whether you are going to pay 
it out tomorrow ; it is more secure in some good bank 
that has a reputation for honesty and progress. 

238 



SPECIAL ADVERTISING 



The Prairie Bank is exactly the place for you to 
keep your funds. We have a fully paid-in capital 
stock of $35,000 and a surplus of $12,500. There are 
no better men in the state than our officers, directors 
and stockholders. We keep our employes bonded for 
the faithful performance of their duties, and we have 
both fire and burglar insurance. 

On all deposits left any length of time with us, we 
arrange to pay 4 per cent, interest, compounded semi- 
annually. As rapidly as you profit by a good crop 
yield, bring each day's receipts to us and bank the 
money. 

Very truly yours, 

Prairie Bank, 
By Will Browning, Cashier. 

Now perhaps the yield has been just an average 
one; therefore, the letter must be toned to meet the 
situation. This sort of letter follows: 
Form No. 331. 
Dear Sir: 

We have been making very careful inquiries 
throughout the county ever since crops started to ma- 
ture, and the indications point to an encouraging aver- 
age yield. There is every reason to believe that prices 
will be pretty well maintained, and although we can- 
not say that the results will particularly boom things, 
they will add materially to the solidity of the com- 
munity. 

You are going to take some part in the gathering 
of the crops, and above all things you want to know 
that your money will be safe. Perhaps you have 
thought about it in a casual sort of way a good many 
times, but let us be specific in explaining just what 
safety means. 

First, we have steel vaults that defy both burglars 
and fire. Second, we carry both burglar and fire insur- 
ance to be doubly sure. Third, we exercise the best 

239 



ROTHSCHILD'S BANK ADVERTISING 



banking experience in the investment of the bank's 
funds. Fourth, our employes are ail bonded to insure 
the faithful performances of their duties. Fifth, our 
deposits during the past year have grown 60 per cent. 
— or from $180,000 to $288,000. Sixth, on all savings 
accounts we pay 4 per cent, interest per annum, com- 
pounded twice a year. 

No matter whether you expect to pay your money 
out right away or not, it is best to have it safe from 
the possibility of loss. 

Assuring you that we extend our facilities and 
co-operation to you all the time, we remain, 
Very truly yours, 

Prairie Bank, 
By Will Browning, Cashier. 

Now, the crop yield may have been poor, and there 
is not the feeling of optimism abroad in the community. 
Perhaps there will be many demands for loans be- 
fore the next harvesting season arrives, and for that 
reason it is well to impress upon the regular custom- 
ers and prospective customers the necessity of hav- 
ing the right bank connections. The following letter 
is designed for this purpose: 
Form No. 332. 

Dear Sir: 

Although the outlook for the crops is far from 
what we would have it, we are all sufficiently experi- 
enced in life's affairs to make the best out of circum- 
stances. If there is ever a time in human experience 
when the value of good bank connections makes itself 
apparent, it is, when conditions are not all we could 
hope them to be. 

When times are a trifle stringent, bank officials are 
more inclined to grant accommodations to their regu- 
lar patrons than they are to outsiders. We want our 
regular customers to feel that we shall at all times do 

240 



SPECIAL ADVERTISING 



everything in our power to assist them, and we sug- 
gest, to those who are not depositors of this bank that 
their future success will be aided much more rapidly 
through the credit they build up because of their bank 
connections. 

Maintaining an account, once it is started, is not 
difficult — and beginning one with a few dollars must 
eventually pave the way to better times. Now, indi- 
vidual prosperity depends upon each one of us to a 
very marked degree. Every one can accomplish more 
through the right kind of co-operation. 

Wishing you every success, and voicing our-iTrial- 
tered belief in the future prosperity of the community, 
we remain, 

Very truly yours, 

Prairie Bank, 
By Will Browning, Cashier. 

Now, without regard to exactly what the crop con- 
dition will be, a letter should be sent to the farmers, 
including those who are already depositors and those 
who are not. In this letter we make no specific men- 
tion of the quality of the yield or the prices. In us- 
ing the letter alterations to cover these items may -be 
incorporated in the body of the letter. 

Form No. 333. 
Dear Sir: 

As you market your crops the coming fall, we trust 
that you will not overlook the facilities and safety and 
convenience of depositing your funds with this bank. 
Paying your bills by check eliminates the risk of car- 
rying money on your person, or keeping it in your 
home. Paid checks, which are returned to you the 
first of each month, constitute a permanent receipt 
for your expenditures. 

We would also ask your personal consideration of 
our savings department, which is an excellent place to 

241 



ROTHSCHILD'S BANK ADVERTISING 



put your surplus earnings and permit them to earn 4 
per cent, annual interest, which is compounded every 
six months. 

We give particular attention to the accounts of 
farmers, and many of our best customers are those who 
started in a small way by banking their farm receipts 
with us. We have been able and glad to accommo- 
date many of our regular customers with loans, which 
are often appreciated at different times of the year. 

We trust that individually your success has been 
vfery liberal, and asking that you do not overlook our 
invitation, we remain, 

Very truly yours, 

Prairie Bank, 
By Will Browning, Cashier. 



242 



Dropped Out Customers. 

Many times, for reasons that the bank cannot 
fathom, an account becomes practically inactive or 
ceases to exist entirely. Where the business was de- 
sirable, it is natural that some effort should be put 
forth to re-open the relations or inject new life into 
a morbid account. 

The following short letters are to meet these re- 
quirements : 
Form No. 334. 

Dear Sir: 

It is with regret that we note that your account 
with us has been closed. We sincerely trust and 
believe this is only a temporary condition, and that 
you will soon become a depositor with us again. 

You have our assurance that it is always our wish 
to serve our customers in every possible way. We 
think you will admit that there is nothing more 
encouraging than a bank account, no matter how small 
it may be. 

Should there be any reason why you would not 
care to patronize us, kindly let us know, and you will 
find that we will always meet you half way. Again 
voicing our hope that we shall soon have the pleasure 
of your account, we remain, 

Very truly yours, 
Form No. 335. 

Dear Sir: 

Some time back your account with us was closed, 
and we wrote to you to let you know that we hoped 

243 



ROTHSCHILD'S BANK ADVERTISING 

to see you with us again. We trust that whatever 
conditions gave rise to the closing of your account, 
they will right themselves, and that in the near future 
you will again be one of our depositors. 

We always appreciated your business, and aimed 
to do our share toward making the benefits mutual 
In the meantime, we hope you will favor us with any 
banking patronage you have, such as the negotiations 
of exchange. 

Believing you will soon be in position to open an 
account with us again, we remain, 

Very truly yours, 

Form No. 336. 

Dear Sir: 

We notice that your checking account with our 
bank has terminated, and we grasp this opportunity 
of assuring you of our appreciation of the business 
you have given us. 

At any time you find it desirable to re-open your 
account, you have our cordial invitation to do so. 
We shall be very glad of a further opportunity of 
serving you. 

Very truly yours, 
Form No. 337. 
Dear Sir: 

It is with regret that we note that we have not 
been favored with any of your banking business of 
late. While we are unable to understand this condi- 
tion, we naturally assume there is some reason back 
of it. If your dropping out has been caused by any 
fault for which you hold us responsible, we invite you 
to come to see us and explain the situation. If we 
have made any mistake, we shall certainly endeavor 
to guard against its repetition. 

We appreciate your business and want it, and 
hope to merit part or all of it at any time. We have 
always aimed at the absolute safety of the funds 

244 



DROPPED OUT CUSTOMERS 

entrusted to our care, and while we are growing rap- 
idly, that growth depends upon the fullest co-opera- 
tion between our depositors and ourselves. 
Come around and talk it over. 

Very truly yours, 

Form No. 338. 

Dear Sir: 

We note that your account with us has not been 
active for some time past, and if the cause is trace- 
able to us in any way, we shall be very glad to rem- 
edy the defect. We are always glad to do whatever 
lies in our power to add to the individual prosperity 
of our depositors. 

We know that an active bank account is one of the 
most agreeable evidences of the right relationship 
between the depositor and the bank. We will be 
glad to have you call, and if you can make any sug- 
gestions that can make our service to you better, we 
shall be very glad to consider them. 
Yery truly yours, 



245 



Encouraging New and Regular 
Depositors. 

The average individual wants to know that his or 
her efforts meet with notice and consideration. There- 
fore, a few short forms to new customers and regular 
patrons should be just as necessary to the bank as it 
would be to a commercial organization. 

The following short forms can be used as they 
are, or as suggestions for similar letters: 

Form No. 339. 

Dear Sir: 

The officers of the Prairie Bank wish to express 
their pleasure in securing you as a depositor. We 
have noted that you have opened an account with us, 
and we sincerely trust that our relations will be 
pleasant. 

We want you to feel at liberty to call upon us at 
any time if we can be of any service to you in the 
transaction of business. Feel at liberty also to ask 
our advice on any financial matters that may con- 
cern or perplex you. We make no charge for advice 
of this kind, because we wish to see our friends suc- 
cessful and prosperous. The bank is always ready 
to meet the needs of its friends — and the prosperity of 
the institution and its depositors is common ground. 

We are enclosing a copy of our latest public state- 
ment, and ask that you go over it carefully, and 
assuring you that we are really glad to see your name 
on our ledgers we are, 

Very truly yours, 
246 



ENCOURAGING DEPOSITORS 



Form No. 340. 
Dear Sir: 

Going over the items of the past month's busi- 
ness, we have had the distinct pleasure of noting that 
your account has been added to our list. We trust 
that you find your relations with this institution all 
that could be asked, because, while we have many 
hundreds of depositors, we endeavor to use each one 
of them fairly and confidentially. 

Any word that you can say to your friends and 
associates to influence business our way will be fully 
appreciated. 

Trusting the measure of your own prosperity be- 
comes broad, we remain, 

Very truly yours, 
Form No. 341. 
Dear Friend: 

Accept our thanks for inducing Mr. James Blank 
to open an account with us. Mr. Blank called upon 
us -and placed some very nice business in our hands, 
and informed us that you had recommended this insti- 
tution. 

We appreciate your confidence in us and your 
friendship for us ^ery much. 

Very truly yours, 
Form No. 342. 
pear Sir: 

For a considerable time past we have noted with 
interest that your account has steadily grown. For 
your sake as well as our own, we are glad to see this. 
If at any time you feel that you have surplus funds 
that would be well beyond your immediate needs, we 
suggest the time certificates of deposit that draw an 
interest rate of 4 per cent, annually. This is, inci- 
dentally, about as good as desirable bonds would be. 
You may be sure that it will always be worth par, 
plus interest. 

247 



ROTHSCHILD'S BANK ADVERTISING 

Trusting that prosperity continues, and thanking 
you very much for the confidence you show in us, 
we remain, 

Very truly yours, 

Form No. 343. 

Dear Sir: 

It is with the greatest pleasure that the officers of 
this bank note that your savings account continues 
to grow steadily. We want you to feel as encour- 
aged over this progress as we do, because it is this 
sort of thing that leads to greater possibilities. 

If we can be of any service to you in giving advice 
on financial and investment matters at any time, we 
want you to call on us and talk it over. Our service 
in this connection doesn't cost you anything. 

Trusting your prosperity continues unabated, we 
remain, 

Very truly yours, 



248 



Letters to Stockholders. 

In the payment of dividends, the stockholders 
should receive some special word of encouragement, 
and they should have impressed upon them the fact 
that they can always be of great assistance to a bank. 
Their enthusiasm goes a long ways toward helping 
the bank become stronger and better. These letters 
follow : 

Form No. 344. 

Dear Sir: 

You will find enclosed herewith a check for $..., 
which is your share of the annual dividend of 20 per 
cent, declared on Sept. 25. This closes the twelfth 
year of our business career, during which time we 
have paid to our stockholders 187 per cent, in divi- 
dends. During this period we have laid aside a sur- 
plus fund amounting to $37,500, and we are sure that 
you feel proud of your institution. 

The enclosed statement will be ample testimony 
of our growth, and you can help us create newer and 
higher records in the future through your kind words 
and co-operation. 

This banking organization has assisted a great many 
worthy business institutions in their upbuilding in 
this community. We have always done everything 
possible to spread our name as being fair, progressive 
and conservative. We have never overlooked the 
opportunity to say a kind word to a friend, or neigh- 
bor or business associate, and with our stockholders 

249 



ROTHSCHILD'S BANK ADVERTISING 

boosting the business of the bank, the dividends will 
become that much larger. 

Very truly yours, 
Form No. 345. 
Dear Sir: 

As a stockholder of this banking corporation, you 
naturally want to make more returns on the money 
you have invested. Larger dividends and a heavier 
surplus are dependent on more business. The larger 
our deposits, the more we can put out in loans. 

The demand for money is always greater than the 
supply, and we refer to the legitimate demands. 
Work for the interest of your own bank at every 
opportunity. Help us get new customers. When- 
ever you hear of any one who is enjoying prosperity, 
either speak to that person about this bank, or tell 
us so that we can solicit his patronage. 

There are always new people moving into the com- 
munit}^, and others who are doing better than they 
formerly did. The enclosed statement taken from our 
books at the close of the last quarter by our auditing 
committee will show you that our deposits amount to 
more than $300,000, and during the next year we 
want to increase this by at least $100,000. 

Form yourself into a committee of one on observa- 
tion. Keep a look-out for every kind of business that 
will mean greater patronage for us — and above all, do 
all of your own business with us. This is a young 
bank, and we want to see your dividend checks grow 
proportionately. 

Very truly yours, 
Form No. 346. 
Dear Sir: 

The most natural thing in the world Is for people 
to seek to create new records. We want to make 
our own dividends and surplus much larger than they 
have ever been in the past. You will agree with us 

250 



LETTERS TO STOCKHOLDERS 

that if anybody can make this possible, it must be 
some one connected with this institution — and as a 
stockholder, it is very material to you. 

By studying the enclosed statement, we know that 
you will find every encouragement to spur you on to 
new" endeavors. You may feel sure at all times that 
we and the bank are progressive in our efforts to 
secure business. 

We make our money on loans, and larger deposits 
mean more liberal loans. Your help will be appreci- 
ated at any time. We remain, 

Very truly yours, 



251 



Taxpayers and Investors. 

Very often a brief form used in connection with 
the payment of taxes or some particular investment 
affords some good advertising advantages. Assum- 
ing that your bank makes an effort to have the taxes 
paid through your institution, we offer the following 
to serve this purpose: 

Form No. 347. 
Dear Friend: 

The County Treasurer has furnished us with a list 
of all personal and real estate taxes in Wood, Prairie 
and Ogden Townships. Personal taxes are due on 
Nov. 8, 19..., but do not draw interest until after 
Dec. 1, 19... The real estate taxes are due Nov. 1, 
19 , and draw no interest until May I, 19... 

In accordance with the policy of this bank, all taxes 
may be paid through us. We want you to keep in 
mind the fact that every department of this institu- 
tion is especially designed to meet with your require- 
ments. We offer the best possible facilities to those 
needing checking accounts and also to saving deposi- 
tors. On all savings deposits we pay 4 per cent, 
annual interest, which is compounded twice each year. 

The enclosed statement will acquaint you with the 
facts of this institution, and we extend our most cor- 
dial invitation to you to transact all of your banking 
business through the State National Bank. 

Trusting we can serve you in the matter of taxes, 
we remain, 

Very truly yours, 

252 



TAXPAYERS AND INVESTORS 

Form No. 348. 
Dear Sir: 

In sending you the enclosed regular quarterly state- 
ment of this bank, which has just been issued by our 
auditing committee, we would also direct your con- 
sideration to our first mortgage gold bonds, secured 
by a first lien on high-class improved realty in the 
best residence sections of the city. 

When you make an investment, safety is the prin- 
cipal and most essential thing, and first mortgage gold 
bonds are always safe when backed by this class of 
security. 

We are enclosing a folder giving a description and 
the rental income of several buildings on which we 
offer these bonds. They carry an annual interest rate 
of 6 per cent. The titles are guaranteed by the Blank 
Title and Trust Comany, and the coupons may be 
deposited on the first of January and the first of July 
of each year. 

Believing you will find these bonds most desirable 
for the investment of your surplus money, we remain, 
Very truly yours, 

Form No. 349. 

Dear Sir: 

For a limited time, we are quoting an interest rate 
on loans secured by Cartersville real estate at 5 per 
cent, per annum. Upon going over the records at the 
Recorder's office, we note that the loan which you 
have on your property at will expire on 

If you propose renewing this loan, why not co-op- 
erate with us, and have us examine your property? 
If everything proves satisfactory, we shall be pleased 
to make a new loan at the above rate. 

We shall be glad to have you call at any time dur- 
ing banking hours. We remain, 

Very truly yours, 



253 



Requirements of Special Statutes. 

In many of the states, some enactment of the law, 
or its lack, will dictate a form of argument best 
adapted to bank advertising. 

For example — in a state such as Idaho, lacking any- 
state law governing bank deposits (at the time this is 
written), some of the state banks have adopted guar- 
antees, which necessarily impress depositors. A form 
of letter to explain this feature is given below: 

Form No. 350. 
Dear Sir: 

Above everything else of a monetary nature, you 
are most interested in the safety of your money. Bank 
depositors and bankers have been uniform in their 
desire to provide some means that would insure and 
guarantee the safety of money deposited with state 
banks. 

Depositors want to know that, should a bank fail, 
they are still perfectly safe in getting all of their 
money. There being no state law in Idaho relative 
to bank deposits, we have, after careful consideration, 
adopted a means of guaranteeing all of the money 
entrusted to us. In other words, we have entered 

into a contract with the Bankers' Insurance 

Company of , a thoroughly organized, strong 

and dependable organization, operating exclusively for 
the guarantee of bank deposits. 

This removes all need of anxiety on the part of a 
depositor in this institution, because the guarantee 
itself is similar to a bond. Should the bank fail to pay, 

254 



REQUIREMENTS OF SPECIAL STATUTES 

this insurance company will come forward and meet 
every deposit at its face value. 

The ownership of the company is vested very 
largely in different banks throughout the country, and 
has millions of dollars as capital and surplus. Being 
largely co-operative, the various banks themselves sus- 
tain such losses as may occur. 

It follows that the association is very rigid in its 
examination of the banks it insures. When public 
funds are deposited in a bank, such as those belonging 
to the city, the county or the state, they are secured 
by bonds as a protection against possible loss. Why 
should not the private depositor be entitled to the 
same consideration and safety? 

Then there is a point beyond this, which is some- 
times referred to as confidence. For example, when 
panics occur, depositors are frightened because they 
question the security of their money. When they 
fully realize that they are safeguarded against harm 
or loss, they are more inclined to leave their money 
on deposit and thus assist in the stability of the com- 
munity itself. 

This does not imply that the State Bank of Idaho 
doubted its own safety. The truth is, we have shown 
a steady increase in capital, surplus and deposits. Our 
resources today total more than $650,000; and our 
directors have exercised the most stringent supervision 
over the bank's funds. 

With this added assurance against loss, we know 
that every man and woman in this locality, who is able 
to save money, will select the State Bank as the most 
logical depository for those funds. 

It is to make the State Bank absolutely the best 
bank that has prompted us to take out this insurance 
policy against loss. In addition to this, our new vault 
and safe are burglar-proof and fire-proof. We carry 
insurance against theft, and our employes are all heav- 
ily bonded to insure the faithful performance of their 

255 



ROTHSCHILD'S BANK ADVERTISING 



duties. We carry fire insurance, and, above all, we 
exercise the most judicious care in making loans. 

You must realize that loans and discounts given by 
any bank form the very pith of its being. Not only 
do we wish to be known for our progressiveness and 
conservatism, but we desire the full and unstinted con- 
fidence of the public. How could we better gain this 
than through this guarantee of deposits? We have 
this policy in our office for inspection, and you are 
especially invited to come and look at it and ask ques- 
tions, and permit us to point out each clause and its 
meaning. 

We want you to understand exactly how you are 
protected against even the remotest possibility of loss. 
If you are already a depositor, you will feel doubly 
secure, and if you are not, we would impress upon 
you that we can offer you this multiple safety plus 
every convenience and facility that confidential bank- 
ing relations can insure. 

In our savings department we pay 4 per cent, annual 
interest, which is compounded quarterly. In our com- 
mercial department, we give every co-operative assist- 
ance possible in conservative banking, and through the 
payment of bills by check you have a receipt at all 
times. 

We ask you to come at your earliest convenience, 
and talk over the matter of this guarantee. 
Very truly yours, 

State Bank of Idaho, 

By T. W. Delane, Cashier. 

In connection with the above, we suggest that spe- 
cial folders and booklets would form an excellent basis 
for an advertising campaign. Most states having 
banking laws, we give merely the above letter form. 

Now, let us take the Oklahoma bank guarantee 
laws, which have given rise to endless columns of edi- 
torial comment throughout the country, and which 

256 



REQUIREMENTS OF SPECIAL STATUTES 

have already been seized upon because of their adver- 
tising possibilities. 

The Citizens' State Bank is sending out a letter to 
a general list, including its depositors and prospective 
customers. The letter follows: 

Form No. 351. 

Dear Friend: 

Do you know why a state bank in Oklahoma is the 
safest place on earth to keep your surplus funds ? Let 
us explain to you. 

The Oklahoma Guaranty Laws have been tested 
out in the United States Supreme Court, and the high- 
est tribunal in the land has upheld the statutes. The 
Citizens State Bank is organized under these laws, 
which give you ample and sufficient insurance against 
loss of any kind. 

At the same time this bank does not repose merely 
on a legal safety, but it has exercised the most judicious 
judgment in the investment of its funds. With vaults 
that are fire-proof and burglar-proof, with insurance 
covering losses through robbery, fire and tornadoes, 
and with every officer of the bank bonded to insure his 
faithful performance of duties, we have added to the 
security extended by the Guaranty Laws of the state. 

Our officers and directors are experienced in the 
banking field. We pay 4 per cent, annually on all 
savings deposits, compounding the interest twice a 
year. On all deposits made up to and including the 
eighth of the month, we pay interest from the first. 
We accept deposits of $1.00 and upward. 

We believe you appreciate the desirability of pay- 
ing all of your obligations by check, which gives you 
a receipt for every disbursement without the neces- 
sity of having considerable cash on hand. 

With this safety, with the growth of the bank and 
with the assurance that you will always be treated in 

257 



ROTHSCHILD'S BANK ADVERTISING 

the greatest confidence, we believe you will extend 
your hearty support to this institution. 
Very truly yours, 

Citizens' State Bank, 
By P. J. Roe, Cashier. 

Then there is the Bruner Bank Examiners' Bill in 
Kentucky, which was vetoed by the Governor, and 
was followed by a contract between Dr. Bruner as 
Secretary of State, and each bank in the state. 

Similar situations frequently arise in various com- 
monwealths, and are accepted by banks as judicious 
means of advertising. 

Some of the Kentucky banks sent out letters direct- 
ing attention to the fact that the laws of Kentucky 
make each stockholder liable for twice the amount of 
his stock. Then they would publish their list of stock- 
holders as well as their directors and officers. 

The letter should be similar to the following: 

Form No. 352. 

To Our Patrons and the Public: 

Although the Bruner Bank Examiners' Bill was 
passed by the Kentucky legislature, and was vetoed 
by the Governor, a contract was entered into between 
Dr. Bruner, the Secretary of State, and the different 
banks of Kentucky. The Secretary invited each state 
bank to voluntarily sign a contract whereby the exam- 
inations were to be paid for by this banking institu- 
tion. The examiners were then appointed just as 
though the law had gone into effect. 

As a result, this bank will be regularly examined 
twice a year by a thoroughly qualified bank examiner. 
We very gladly entered into this arrangement because 
we felt that it would enable us to show our confidence 
in the public and increase the public's confidence in us. 

258 



REQUIREMENTS OF SPECIAL STATUTES 

We always exercise the most scrupulous care in 
investing the bank's funds or making loans. All of 
our officers are heavily bonded, and we carry insur- 
ance against burglary, fire and tornadoes. Our vaults 
were constructed to withstand any attack made upon 
them, and, incidentally, we shall be very glad to have 
you deposit any of your papers in our vault, free of 
charge. 

We pay 4 per cent, on all savings deposits, com- 
pounding the interest semi-annually. 

Trusting that our efforts to safeguard you will 
meet with your own good will and patronage, we 
remain, with kindest wishes, 

Yery truly yours, 

Kentucky State Bank, 
By W. J. Petersen, Cashier. 



2S9 



National Bank Advertising. 

There are many special forms that can be used by 
national banks that are not applicable to other institu- 
tions. The point of government supervision is one 
upon which the national bank can talk repeatedly, and 
it is sometimes a good idea to conduct an educational 
campaign so that the public may better understand 
the situation. 

A booklet should be enclosed in the pass-books at 
the time they are balanced, and used in circularizing 
lists of prospective depositors is often a very desirable 
means of advertising; and it also possesses the advan- 
tage of being economical. 

We present copy below for a booklet of this kind : 

Form No. 353. 

Safety of National Banks. 



There is always a reason for everything, and the 
more valid that reason, the more lasting the results. 

After the civil war, the stability of banking in the 
United States was in question, and the national bank- 
ing law made possible the unity of banking customs, 
privileges and restrictions. 

To acquaint its depositors and the public generally 
with the safety of the national banking system, the 
First National Bank hereby explains the principal fea- 
tures involved. 

When a national bank is organized, its capital is 
nitilized to buy government bonds, which it deposits as 

260 



NATIONAL BANK ADVERTISING 

security with the United States Treasurer — and it is 
then permitted to issue 90 per cent, of the face of the 
bonds in the form of bank notes. This increases the 
country's circulation and makes these bank notes equal 
in value and security to the treasury notes issued by 
the government itself. In fact, the United States 
prints this currency just the same as it would the notes 
issued by the Treasury Department. 

This law imposes a system of public reports by the 
officers of national banks, and also a uniform system of 
examination under the control of the Comptroller of 
Currency. Under the system of examination, every 
national bank has to give a periodical accounting to 
the government, which is more rigid in its restrictions 
and requirements than that imposed by the different 
states upon state institutions. 

No laxity is permitted in the matter of making 
loans, and a national bank is prohibited from carrying 
over-drafts. It must show definite security for all of 
the money it loans. This means that the First National 
Bank is not only sanctioned by federal statutes, but 
that it is at all times accountable to the government 
for its acts, even when times are good and people are 
uniformly prosperous and the safety of a bank very sel- 
dom troubles any one. 

State institutions are permitted to exercise a cer- 
tain laxity, and in event the demands upon them are 
heavy, they can force depositors to wait a sufficient 
length of time for the withdrawal of most of their 
money. This means that a national bank must have 
its funds so invested as to be able to convert them into 
cash readily. Deposits are payable on demand during 
any of the regular banking hours. 

The loans are essentially of short-term duration, and 
must be made on good security other than real estate. 
The First National Bank, as an example of the federal 
method of doing business, has always exercised such 
judgment as to not only protect its depositors at all 

261 



ROTHSCHILD'S BANK ADVERTISING 



times, but also has contributed very liberally to the 
commercial upbuilding of this community. 

There is always a close bond of connection be- 
tween the business interests of a city and its national 
banks. The business man very often has valuable 
stocks of goods and requires money. At certain sea- 
sons, this is true of practically all business organiza- 
tions — and the business that succeeds is the one that 
has the best banking connections. 

Appended to this little talk is the latest statement, 
which was prepared by the National Bank Examiner. 
In condensed form it shows the solidity of this organi- 
zation. During the ten years of this bank's existence, 
it has grown from a capital of $50,000 and deposits of 
$110,000 to a position where its capital is now $150,- 
000, its surplus is $35,000, undivided profits $25,000, 
and deposits $1,655,000. 

Not only does this growth amply illustrate the con- 
fidence the public has in the First National Bank, but 
it shows very clearly that the banking experience and 
the careful supervision back of this organization have 
made possible its forward march in the industrial 
growth of the community. 

The First National Bank is also a United States 
depository, and is likewise a depository for state and 
county funds. This bank thanks its regular patrons 
for their continued confidence and support, and in- 
vites the public to co-operate with it at all times. 

First National Bank. 

A series of letters based on the national bank fea- 
ture of security is often found desirable by this class 
of banking institutions. We submit a number of let- 
ters herewith: 

Form No. 354. 
Dear Sir: 

As a regular depositor of the First National Bank, 
kindly accept our thanks for your continued confi- 

262 



NATIONAL BANK ADVERTISING 

dence and support. We are sure that the enclosed 
statement will prove interesting to you. Perhaps 
among your acquaintances are some whose bank rela- 
tions are not as desirable as your own. We shall 
greatly appreciate whatever you can do in influencing 
business to the First National. 

Operating under the federal laws, we naturally 
offer greater security than could be given by a state 
bank, private bank, or trust company. We are 
equipped, both through the force of our own organiza- 
tion and by reason of our facilities, to better serve 
commercial depositors than would be possible by any 
other than a national bank. 

At all times we are prepared to make loans on good 
collateral or acceptable commercial paper. We charge 
no exchange on checks drawn on banks in any of the 
large cities in the country. We do not make any 
charge when selling exchange on any big city on the 
continent. 

We again thank you, and assuring you we shall be 
very glad for any good word you may say in our 
behalf, we are, 

Very truly yours, 

First National Bank, 
Form No. 355. By T. H. Flanders, President. 

Dear Sir: 

The First National Bank extends an invitation to 
3^ou to become a patron of this banking institution. 
If your present banking connections are not all that 
you desire, or if you have been transacting business 
independent of banks, we are confident that you will 
lose no time in inquiring. 

In addition to the enclosed statement, we ask your 
consideration of the following points: 

1 — Our capital of $125,000 is secured by United 
States bonds. 

2 — We are members of the National Bankers' Asso- 
ciation, which is the best kind of insurance against 
loss through burglary or other similar devices. 
263 



ROTHSCHILD'S BANK ADVERTISING 

3 — During the past year our deposits have increased 
40 per cent. 

4 — Our officers are all heavily bonded to insure the 
faithful performance of their duties. 

5 — We always have large sums to loan on good 
securities or acceptable paper, and naturally give the 
preference to our regular depositors. 

6 — We make a charge of 6 per cent, per annum on 
loans, and extend every accommodation possible to 
our customers, consistent with conservative banking 
practice. 

We should like to have you call at any time, and 
believe you will see the advantages of paying your 
accounts by check, with each check giving you a legal 
receipt for your disbursements. We want to have 
you with us, and trust you can see it in the same light. 
Very truly yours, 

First National Bank, 

By T. H. Flanders, President. 
Form No. 356. 
Dear Sir: 

When conditions are favorable, your banking asso- 
ciations may not concern you to any great extent. If 
conditions were always desirable, the national bank- 
ing law would not have been required. 

When you transact business with the First Na- 
tional, you have the government itself standing back 
of your deposits to a very marked degree. Periodic- 
ally, our officers must make sworn statements to the 
Comptroller of Currency. Bank examiners appointed 
by the government go over our books regularly to 
determine our standing and our methods of transact- 
ing business. 

Under this strict supervision we have grown per- 
sistently, as our enclosed statement will indicate. No 
matter how large or how small-^-how active or how 
slow the deposits may be — they are always welcome 
at the First National. 

264 



NATIONAL BANK ADVERTISING 

Let us have you with us. Come and talk it over 
at any time. 

yery truly yours, 

First National Bank, 

By T. H. Flanders, President, 

Form No. 357. 
Dear Sir: 

One of the features that has made the First Na- 
tional Bank such a desirable place for the transaction 
of business is its investment department. Many of 
our depositors who have large surplus funds that are 
idle, desire to place that money in some safe invest- 
ment that will earn reasonable returns. They also 
want to know that should their requirements dictate 
the borrowing of money, they can have securities 
acceptable as collateral, and that will earn an interest 
rate practically offsetting the interest paid at the bank. 

Again, it is not always convenient for business 
men and women to thoroughly investigate investment 
securities. We have a committee especially organ- 
ized to look into the legal status of every investment 
we offer. 

We also would impress upon you that we offer our 
patrons every possible facility dictated by the best 
banking practices and governed by federal banking 
laws. 

Very truly yours, 

First National Bank, 

By T. H. Flanders, President. 
Form No. 358. 
Dear Sir: 

It is the experience of all business people that the 
preservation of their present industry and the garner- 
ing of more riches, very often depend upon their abil- 
ity to borrow money. When these loans can be made 
at the legal rate of 6 per cent., they offer opportuni- 
ties of profit to the borrowers. 

265 



ROTHSCHILD'S BANK ADVERTISING 



In asking you to open an account with the First 
National, we point specifically to the fact that we 
always carry liberal amounts of money on hand for 
just this purpose. It is natural that we favor our reg- 
ular depositors, because every day we are in close 
touch with them and have opportunities of advising 
them on investment and other financial matters. 

We should be very glad to have you call and talk 
it over with us, because we are sure this will lead to 
closer associations. 

Very truly yours, 

First National Bank, 

By T. H. Flanders, President. 

While the number of forms we have given above 
are limited, they should be considered merely as sup- 
plementary to numerous other forms covered in this 
work. 

However, the national bank can profitably utilize 
local newspaper space and can go beyond the old form 
of business card. In the larger cities where a clear- 
ing house is maintained, many of the banks are appar- 
ently satisfied to have their card under the general 
clearing house heading. This practice has ceased to 
appeal to more progressive banks, and in large cities, 
such as New York and Chicago, many of the most 
important national banks advertise liberally in the 
newspapers and place cards on elevated platforms, in 
the subways and on street cars. Not a few employ 
out-door advertising. Competition requires this sort 
of energetic appeal. There are many things a national 
bank can say that form the basis for very good adver- 
tising. 

This is particularly true where the bank can point 
to an excellent record of growth. 

266 



Special Advertising for Periods of 
Business Recession. 

Just why banks of all classes have not done more 
persistent advertising to offset the panic tendencies 
and retrogressive periods, is not explained by any 
logical answer. 

In this connection, attention is urged, to the aver- 
age newspaper attitude. The managing editor of a 
paper has been trained to believe that the failure of a 
bank, and especially the failure of a string of banks, 
is excellent sensational news. The so-called "human 
interest" writers will devote columns to the soul-suf- 
fering anguish and privations of the long lines of peo- 
ple who stand doggedly before the closed doors of a 
defunct bank. 

The newspaper photographers contribute their 
share, and as a net and speedy result, every depositor 
in the community is imbued with the idea that the 
safest place for his money is a broken crockery cup on 
the top pantry shelf. 

This news is flashed all over the country. During 
the late fall of 1907, when banking organizations in 
New York and other large cities tottered and fell, 
every newspaper devoted columns to every harrowing 
detail. Public confidence was shaken. Banks were 
unable, with the falling market for securities, to con- 
vert their investments into cash without entailing de- 

267 



ROTHSCHILD'S BANK ADVERTISING 

cided monetary losses. 

Clearing houses were obliged to resort to the issu- 
ance of clearing house certificates. The banks them- 
selves seemed to be caught in the gripping, morbid 
tendency and were apparently utterly unable to turn 
the tide of public opinion. 

If the banks of every city would co-operate, appoint 
a press committee and contribute funds to the carry- 
ing of general advertising, and would supply articles 
to the papers to offset the foaming public opinion, 
much of the dire disasters of banks could be offset. 

In the recessions of 1893 and 1907, shattered con- 
fidence was responsible for conditions more than all 
other causes combined. The public is susceptible to 
suggestions. People are cheered up, or cast into the 
depths of calamity, very largely in accordance with 
what they read. 

We submit a number of newspaper articles for 
advertising that could readily be altered to the facts 
involved in the situation. Editors of papers might 
resent the invitation that they are amenable to educa- 
tion. Taken into confidence early in the days of reces- 
sion, many of them could be prevailed upon to make 
news reference of conditions in a manner that would 
not tend to excite the public as much as the more 
brutal and sensational recitals would do. 

The matter for newspaper publicity follows: 
Form No. 359,, 

Following the news from New York of the failure 

of the Trust Company, and the imputations of 

those who will likely wish to profit by the demoralized 
stock market, interviews were sought with local bank 
officials to gain their yiews on the subject. 

268 



ADVERTISING FOR BUSINESS RECESSION 

Mr. T. H. Brown, President of the First National, 

said, "The failure of the Trust Company of 

New York was apparently due to speculative tenden- 
cies of its officials. It would appear that the Trust 
Company was interested in some securities that were 
involved in the flurry of the market. 

"Coming at this time, it is true that the country 
is inclined to view the situation with alarm. If it had 
happened three months ago or three months hence, it 
would scarcely have occasioned any comment. So far 
as the local situation is concerned, it was never bet- 
ter. The First National is carrying a monetary reserve 
far in excess of the legal requirements. Crop and 
general business conditions are good. 

"The great trouble is, America has been forging 
ahead at such a rapid pace the public is inclined to 
regard a pause at normal as indicative of business 
recession. The volume of bank clearings indicates a 
healthy tone. Labor disputes and government prose- 
cution of large industries have perhaps added their 
share to a slight unrest. I can say without hesitancy, 
though, that there is absolutely no ground for alarm." 

Mr. T. W. Bisbee, President of the German Na- 
tional Bank, had this to say : "So far as the position of 
this bank is concerned, the officers and directors see no 
significance in the failure of the Trust Com- 
pany of New York. The banking system of the United 
States is expanding on the same solid foundation 
every year. Considering the thousands of banks that 
are in operation, the rate of failures is remarkably 
small. 

"There is really nothing to show that the 

Trust Company occupied a position of such impor- 
tance as is alleged. From the reports, I judge that 
its methods were objectionable to the other banks of 
the metropolis, and that its failure had been antici- 
pated for some time. 

"The situation locally is most excellent. The Ger- 
man National has a large part of its funds invested 
260 



ROTHSCHILD'S BANK ADVERTISING 

in local securities. Its reserve is far above legal 
requirements, and there has been absolutely no altera- 
tion in the transaction of business." 

Proceeding from this, each prominent banker con- 
tributes his part of the interview. This information 
being prepared at once and handed to the different 
papers tends to quiet the feeling of unrest that is 
germinating. 

If conditions were to become very stringent, it is 
naturally more difficult to still the feeling of panic that 
prevails, and yet it is absolutely necessary that the 
banks do all in their power to maintain a high degree 
of confidence. If the newspapers were educated— and 
the most of them would willingly be — to the exigencies 
of the hour, they would reserve their sensationalism, 
and the very opposite conditions would prevail. 

What the bank wishes to bring about is a degree of 
confidence so pronounced that people would be disin- 
clined to draw their money from the banks and keep 
it in safety deposit boxes or in their own homes. Dur- 
ing periods when people are drawing their money from 
the banks very liberally, certain light-fingered gentle- 
men who scorn work and enjoy easy living usually 
resort to robbery on the highway or in the home. 

As between a rather vague national calamity and 
personal loss and danger, people will uniformly select 
the former, because it is more impersonal. If papers 
were shown how to point to tomorrow to these peo- 
ple and lament on the tendency to keep funds on hand 
when the logical place for them is a bank, there would 
be a marked change in the situation. 

The home of Mrs. Robert Smith is entered in the 
still hours of the night, and the lady wakens and finds 
270 



ADVERTISING FOR BUSINESS RECESSION 

the business end of a pistol thrust against her brow — 
and under stress and duress, she is prevailed upon to 
reveal the hiding-place of her gold, currency and jew- 
els. It is lamentable that Mrs. Smith suffered the 
nervous strain and the loss — and yet — is the city not 
infested with yeggs and highwaymen who are aware 
of the tendency to withdraw money from the banks? 
It is even possible that these very gentlemen have 
haunted the environs of the local banks and have shad- 
owed those who have withdrawn their funds. 

Here the note of personal danger is sounded, and 
compared with it the flurry in Wall Street sinks into 
absolute insignificance. If the story of the robbery of 
Mrs. Smith is played up merely as a practical sensa- 
tion, the moral is lost. 

With the cashiers or assistant cashiers of the local 
banks conferring as a committee on publicity, every 
one of these circumstances would be turned to account 
in the news and editorial columns of the press. 

Now, in addition, the banks should send out letters 
of encouragement. No matter where a bank is located, 
it can sound the note of local solidity. People are more 
inclined to believe in the future of their own localities, 
because once they read the story of a bank failure in 
a distant place, they can see every sordid detail and 
imagine the community itself has been thrown into the 
depths of a panic. 

We present in the following some letter forms to be 
used to still the fears of depositors : 
Form No. 360. 
Dear Friend: 

We are enclosing for your perusal and study our 
latest statement, and ask special consideration of it 
271 



ROTHSCHILD'S BANK ADVERTISING 



because, despite rumors of financial unrest in other 
localities, the local situation is most encouraging. 

It is true that there is always a natural tendency 
to fear when the papers talk of recessions and panics. 
We want to tell you something for your own satis- 
faction and thought. The funds of the Second National 
Bank are, for the most part, invested in local securi- 
ties. We have a cash reserve of 35 per cent, of all 
our deposits. Business men are making demand for; 
loans on the most acceptable kind of securities. 

We are going to look to you for your continued 
support by keeping your funds in the bank, because 
our community must forge ahead without respect to 
sensational talk. At the same time, the withdrawal 
of funds places in the hands of the unscrupulous the 
opportunity of doing personal violence to the pos- ! 
sessors of money. Loss by fire is also another thing 
to consider. 

We should like a personal expression of your own 
opinion, and thank you very much for the continued 
support you have given — and you will find us always 
ready to co-operate with you and safeguard your 
interests. 

Very truly yours, 

Second National Bank, 

By ., President, 

Form No. 361. 
Dear Friend: 

It is always encouraging to know that one's own 
locality is progressing better than the country at 
large appears to be. 

Since the so-called "business flurry" set in two 
months ago, our deposits have grown $35,800, show- 
ing that our citizens appreciate that the People's Sav- 
ings Bank is more secure than anything else. 

We know personally that you are very glad to 
have your funds where they are in no danger of loss 
and will earn interest. To contribute your part to 

272 



ADVERTISING FOR BUSINESS RECESSION 

the stability, progress and well-being of the com- 
munity, we hope you will talk to some of your friends 
who may be inclined to either withdraw their money 
or to refrain from making deposits. 

While money itself may be looked upon by many 
as purely a personal possession, the truth still remains 
that its value inheres in its circulation in the channels 
of commercial activity. Every dollar withheld from 
circulation stagnates business to just that degree. 

The Peoples' Savings Bank has always been care- 
ful about the investment of its funds, and we have a 
very large monetary reserve. Our officers are all 
bonded to insure the faithful performance of their 
duties, and we are sure of the continued confidence of 
our depositors to assist in the maintenance of local 
commercial affairs. 

We should be glad to advise you at any time, and 
thanking you for your kind co-operation, we are, 
Very truly yours, 

People's Savings Bank, 

Form No. 362. B ^ , Cashier. 

Dear Sir: 

Those who would make the best of opportunities 
are the ones who are in position to take advantage of 
those chances when they appear. 

Admitting that there has been a slight recession, 
we would ask you to consider the point of view that 
perhaps has been overlooked by you. As conditions 
again get back to normal and start on a new upward 
climb, innumerable business opportunities are offered 
to the wide-awake. Those who have maintained good 
bank connections will find that their banks are ready 
to stand back of them. 

We believe you could impress this fact upon many 
of your friends who might be frightened and hoard 
their money. The bank is absolutely the best friend 
a man or woman could have, because those who have 
maintained unbroken relations with a banking house 

273 



ROTHSCHILD'S BANK ADVERTISING 



are the first to receive consideration at the bank's 
hands when they need assistance to further some 
undertaking. 

It may be that an opportunity to buy real estate, 
purchase some business or establish a new enterprise 
may be presented to you. When this time comes, 
your bank, to whom you have shown confidence and 
co-operation, will be the very first to counsel with 
you and assist you. 

Incidentally, we direct your attention to the very 
gratifying statement we enclose herewith. It clearly 
illustrates that the Chapman Trust Company has 
moved ahead with an excellent showing of new depos- 
its. 

Extending our thanks for the kind support you 
have given to us, and knowing that fhese splendid 
relations will continue, we remain, 
ypry truly yours, 

Chapman Trust Company, 

By<H. Wilkinson, President. 



274 



Safety Deposit Vault Advertising. 

Safety deposit companies are sometimes operated 
exclusive of other banking connections. The local tele- 
phone directory will give a means of compiling a list 
to be solicited for patronage. 

A number of letters sent to these people, together 
with an illustrated folder, will very often bring liberal 
responses. Hence, we shall show what the Security 
Deposit Company does to further its business. The 
letters follow : 

Form No. 363. 
Dear Friend: 

If people knew when fire might occur, when acci- 
dents were going to overtake them, or their homes 
were to be burglarized — the entire list of casualties 
would practically be eliminated. 

There are always some papers, insurance policies, 
contracts, deeds, abstracts, correspondence, stocks 
and bonds, mortgages, and the like, that represent a 
very large part of the assets of the individual or the 
family. 

The Security Deposit Company has three thousand 
safety deposit boxes that may be rented for $2.50 to 
$25.00 a year, depending on their size. The enclosed 
folder will explain the system of absolute safety under 
which these boxes repose. We are open at 8 130 every 
morning until 10 o'clock every evening. Should you 
have articles of jewelry, silverware and other valu- 
ables, you may rent a box large enough to accommo- 
date these possessions — or you may arrange, if you 

275 



ROTHSCHILD'S BANK ADVERTISING 

are going out of town, to place your valuables in a 
trunk, which may be sealed and stored in a special 
room of our vaults. 

Steel and concrete make these vaults and boxes 
impregnable to fire and theft. Kindly call and let us 
show you through these vaults and explain our sys- 
tem. The fee is so small it would not amount to i 
cent a day, which is the smallest imaginable premium 
for the security given. 

We shall expect you. 

Very truly yours, 

Security Bond Company, 
Form No. 364. By H. Edwards, President. 

Dear Friend: 

The citizens of our locality have been so well 
pleased with the security and unexcelled facilities we 
have given to them, we have found it necessary to 
add five hundred more safety deposit boxes to our 
vaults. These will be installed during the coming 
week. The annual rental ranges from $2.50 to $25.00 
a year, depending on the size of the box required. 

As absolute protection against burglary, fire or 
accident, this is the cheapest premium you could ever 
pay to secure absolute protection. Sometimes the 
need of certain papers, jewelry or other valuables is 
felt after the passing of the day, and in order to 
accommodate all of our patrons, we are open from 
8:30 in the morning until 10 o'clock at night. Sun- 
days we are open from 10 o'clock in the morning until 
3 in the afternoon. 

The enclosed descriptive matter, with its illustra- 
tions, tells you exactly how we operate this most extra- 
ordinary, systematic business. No matter whether 
you have a bank account or not, you do need a safety 
deposit box. Everybody needs one. Call and see us, 
and let us explain the details. 

Very truly yours, 

Security Deposit Company, 
By H. Edwards, President. 
276 



SAFETY DEPOSIT VAULT ADVERTISING 

Form No. 365. 
Dear Friend: 

Perhaps you have noticed by the papers that there 
have been many burglaries committed of late. Now, 
the professional burglar is a very keen sort of indi- 
vidual. He never purposely enters a house or an 
apartment unless he feels satisfied he can get some- 
thing of value. Once he thinks that you have jewelry 
or other valuables in your home, he places your very 
life in jeopardy, to say nothing of the actual loss you 
might have to sustain. 

Wouldn't it be a great deal better to pay $2.50 a 
year and know that your possessions are safe? Do 
not stop to think it over, but come down here right 
away. Let us show how steel and concrete, armed 
guards and a code system can safeguard you against 
these losses and dangers. 

Very truly yours, 

Security Deposit Company, 
By H. Edwards, President. 
Form No. 366. 

Dear Friend: 

During the past month there have been fourteen 
fires in this city that have resulted in either the total 
or partial loss of the buildings and their contents. 
Some of these people have undoubtedly lost jewelry 
and valuable papers, simply because they postponed 
spending so small a fee as $2.50 annually for one of 
our safety deposit boxes. 

You will concede that burglary and fire come with- 
out warning, and that it is always important to be 
safeguarded against these losses, because afterwards 
it is too late. 

We still have a number of boxes unrented, and we 
are going to hold one of these for you until the end 
of the week. If you can't come, reserve this box by 
mailing the enclosed post card, to which you will affix 
a one-cent stamp. Sign your name and address, read 

277 



ROTHSCHILD'S BANK ADVERTISING 

over the enclosed folder, and come at the earliest pos- 
sible moment. 

Very truly yours, 

Security Deposit Company, 

By H. Edwards, President. 

The wording on the reverse side of the card will be : 

Form No. 367. 

Date 

Security Deposit Company. 
Gentlemen : 
Kindly reserve for me a safety deposit box to cost 
$2.50 a year, contingent upon my decision after exam- 
ination. It is understood that you w T ill hold this one 
week from date for me, and that I am not obligated in 
any way by this reservation. 

Very truly yours, 

Name 

Address 

Now, the booklet, which could be used in all classes 
of letters and for distribution to those who call to see 
the vaults and learn the desirability of safety deposit 
boxes, follows: 
Form No. 368. 

The Safety Deposit Vault As Insurance 
Against Loss. 



It is an admitted fact that there never was a safe 
made that couldn't be entered within a comparatively 
short length of time by an experienced safe-blower. 

It is also a matter of record that every individual 
and every family, that every business man and woman 
and every professional person, possesses certain papers 
and valuables that should be safeguarded from acci- 
dent, fire and burglary. 

278 



SAFETY DEPOSIT VAULT ADVERTISING 

The professional thief knows exactly how to look 
for hidden articles. In nine times out of ten he finds 
them, and this says nothing about the dangers to 
which people are exposed — for the person who enters 
one's home at night is prepared to do violence in pref- 
erence to being captured. 

The Security Deposit Company, located at 128 East 
B street, has the very facilities needed for the protec- 
tion of these valuables. The accompanying illustra- 
tion gives an exterior view of these vaults. Other illus- 
trations will be noted, showing the interior arrange- 
ment, while one cut illustrates the safety deposit box 
itself. 

In order to enter the building, it is necessary to 
pass into the large reception room on the first floor, 
where the various officials have their desks. If the 
guard is not thoroughly acquainted with the box- 
owner he insists upon identification — all of which is 
insured by certain numbers and pass-words, a card- 
index and signatures. 

Tht depositor then walks to the basement (which 
is of reinforced concrete — meaning floor, walls and 
ceiling). At the south end is located the safety deposit 
room, protected by a steel wall into which fits the 
enormous circular time-lock combination door. This 
door weighs eight tons, and twenty-four steel bolts fit 
into steel sockets, and these bolts radiate from the cen- 
ter. An inner guard must first insert the master key, 
after which the key of the depositor is then used and 
the box itself is withdrawn. We have five private 
rooms and six private stalls into which our patrons 
may go, either for the transaction of business with 
others, or inspection of the contents of the box. 

Lessee Has the Only Keys 

These Yale locks are made with two keys, and no 

two boxes have the same combination. Both keys are 

turned over to the lessee, and the master key retained 

by the guard is not sufficient of itself to open the box. 

279 



ROTHSCHILD'S BANK ADVERTISING 



Therefore, the loss of the keys would necessitate a 
drilling of the box in order to get into it. 

These vaults are open to our patrons from 8:30 in 
the morning until 10 o'clock in the evening — while on 
Sunday they are open from 10 a. m. to 3 p. m. The 
boxes range in dimensions from 18 inches in length, 
4 inches in width and 2V2 inches in depth, to 18 inches 
in length, 15 inches in width and 12 inches in depth. 
The annual rental fees run from $2.50 to $25.00, accord- 
ing to the size of the box. 

Special Storage Facilities 

Very often families, upon leaving for a trip from 
home, desire to place their most valuable possessions 
in a trunk, or in a number of trunks. We have a spe- 
cial steel and concrete room for the storage of these 
sealed trunks, and the fees charged are very nominal. 

For added protection, the electric lights are kept 
burning all night long in the reception room, and the 
shades of the street windows are kept up so that the 
special and regular police may have a view of the 
interior at all times. In addition to this, an armed 
watchman is on duty all night. 

The public is invited to inspect these vaults at any 
time and the system will be thoroughly explained. We 
have 3,500 boxes for the accommodation of our patrons. 
We also would direct attention to two large rooms 
fitted with tables and chairs, in which directors' meet- 
ings may be held and for which no charge is made. 
On the street floor, we have a writing room for ladies 
and one for men. We furnish stationery and legal 
blanks free of charge. We also have a large rest 
room, which is very convenient for both ladies and 
gentlemen during the shopping hours, or for the keep- 
ing of appointments. These facilities are free to the 
public without any charge. Combining every safety, 
facility and convenience, we have met the needs of 
people to a degree that has made our institution the 
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SAFETY DEPOSIT VAULT ADVERTISING 

most popular of its kind in this part of the country. 
The Security Deposit Company. 

In event a safety deposit company has a liberal 
number of boxes still to rent, it is sometimes an excel- 
lent idea to write a letter to regular depositors, enclos- 
ing- two or three folders for distribution. The letter 
follows : 

Form No. 369. 

Dear Friend: 

We believe that you have found the facilities and 
service of our company all that could be asked, and 
we know that you are willing to put in a good word 
and boost. We are enclosing a few illustrated folders, 
which we believe you will hand to some of your friends. 
Any good word that you can say toward turning 
patronage to us will be fully appreciated. We thank 
you very much for your continued confidence, and 
remain, 

Very truly yours, 

Security Deposit Company, 

By , President. 



281 



Annuities. 

Banks and trust companies frequently conduct spe- 
cial campaigns for the disposition of annuities of vari- 
ous kinds. This is, in reality, in competition with the 
life insurance companies, and is to offset some of the 
business that is done in the sale of contracts for endow- 
ment policies. 

While the annuity itself will be an investment in 
bonds of some nature, it is particularly desirable to 
adhere more to the annuity feature, both in letters 
and in advertising. We suggest that a company hand- 
ling investments of this kind compile a description of 
these various securities in the form of a booklet carry- 
ing an introductory page that will talk on the income 
feature. The introduction to this book should be sim- 
ilar to the following : 

Form No. 370. 

The Security of Annuities. 



In the days of prosperity, it is the duty of every 
person, to himself and to those dependent upon him, 
to provide for the future. The Fidelity Trust Com- 
pany makes a specialty of annuities. The interest rate 
varies from 4 to 6 per cent., and in the following pages 
will be found the various offers falling under this head. 

It will be noted that where it is desirable, life annu- 
ities may be arranged for. Or the investor may place 
his funds in bonds in the denominations designated. 

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ANNUITIES 



In this connection we would direct thought to the fact 
that an endowment policy issued by an insurance 
company pays only a light rate of interest, and may 
be invalidated if death occurs under suspicious cir- 
cumstances. An annuity, however, doesn't consider 
the manner of death. It is a tangible earning asset 
that may be depended upon by the heirs of the 
investor. 

Not only do we have the entire administration of 
estates, acting as executors and administrators, but we 
counsel with individuals in investment affairs. We 
should be glad to have a personal call at any time dur- 
ing banking hours, where consultation may be had 
with our Mr. James T. Smith, in charge of our invest- 
ment department, who will be pleased to go into the 
details of the annuities and other investments. 

We offer herewith letters to be sent to lists com- 
piled from a telephone directory, or to depositors, or 
to those who answered inquiries through advertise- 
ments — which should be direct and to the point. We 
suggest the following: 
Form No. 371. 
Dear Sir: 

We have just issued a booklet on the subject of 
annuities, which appeals direct to the future prosperity 
of all those who are able to make a surplus. Our 
facilities are such that we can meet the needs of the 
smallest and largest investors. 

We enclose a copy of the booklet herewith for your 
consideration. Kindly let us hear from you at your 
convenience. 

Very truly yours, 

Fidelity Trust Company, 

By H. L. MJonroe, Secretary. 
Form No. 372. 
Dear Sir: 

Knowing that you are always interested in the 
future of yourself and your family and in the security 
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ROTHSCHILD'S BANK ADVERTISING 



of your money, we feel that you would like to peruse 
a copy of a booklet we have just issued on annuities. 
This is a subject that deals with the safety and earn- 
ing power of capital judiciously invested. 

It gives the facts to the point and is backed by this 
institution, which is known for its solidity and long 
and successful career. The enclosed post card will 
bring a copy of this booklet to you by return mail. 
Let us have your reply, 

Very truly yours, 

Fidelity Trust Company, 

By H. L. Monroe, Secretary. 

On the reverse side of the post card will be : 

Date 

Fidelity Trust Company. 
Gentlemen : 
I have just received your letter, and should like a 
copy of your booklet on annuities. Kindly mail it to 
(Name) (Address) 

A letter answering inquiries that are received either 
through the medium of these post cards, or in reply to 
advertisements, will be as follows: 
Form No. 373. 
Dear Sir: 

We are very glad to have your request for our 
booklet entitled, "Annuities," which we take pleasure 
in enclosing herewith. We would distinctly impress 
upon you that we have exercised the greatest care in 
selecting investment offers that are hedged by every 
legal protection and security. 

We trust that you find it convenient to call on our 
Mr. Smith, in charge of our investment department, 
or that you call him up on 'Phone Central 783, or 
address him by mail, so that he may have one of our 
representatives call on you and go into facts person- 

284 



ANNUITIES 



ally. We shall hope to have your speedy reply, and 
remain, 

Very truly yours, 

Fidelity Trust Company, 

By H. L. Monroe, Secretary. 



285 



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